I'm the person you mentioned who has the HEG company.
1. Yes, going to an EEG clinic is much better than doing it
yourself. EEG is extremely complicated, and knowing what to train is
very important. EEG clinics are typically guided by 19-electrode
QEEG (quantitative EEG), where they compare your EEG readings at
each electrode location to a database of other recordings to look
for anomalous activity. DIY kits won't have that, and will more
likely give you a one-size-fits-all style training protocol.
On the other hand, going to an HEG clinic is not much better
than doing it yourself. HEG is pretty simple, and even in a clinic
is usually a one-size-fits-all type of training. The HEG DIY/home
training kit is easy to use and just as powerful as the hardware
professional therapists use.
2. EEG measures oscillatory, synchronous components of brain
activity patterns. It does not measure the amount of neural
activity. HEG measures blood flow and energy consumption, and
(semi-equivalently) the amount of neural activity. It does not
measure activity patterns.
EEG is (usually) messy and finicky, and generally requires a
fair amount of work to get a good signal/noise ratio. It's also very
sensitive to muscle artifact, such as from blinking your eyes or
changing where you're looking. HEG is clean and simple, and pretty
resistant to motion artifacts. For HEG, you just put the headband on
and you're done.
EEG can be done on any part of the brain, but due to heavy
muscle artifacts from facial and eye muscles, doing EEG on the
prefrontal cortex is tricky and often avoided. EEG on areas covered
by hair requires wet electrodes, but since dry electrodes give
poorer signal quality in all circumstances, most serious training
uses wet electrodes anyway. HEG is mostly only done on the
prefrontal cortex, due to hair attenuating the signal, but other
(hair-covered) areas of the neocortex can be measured and trained
with some effort, especially in people with light-colored hair.
There are many more differences than that, but I don't have the
will to write them all down.
3. Take the IQ claims of EEG neurofeedback with a hefty chunk of
rock salt. All of the studies I've seen on EEG NF that used IQ as an
outcome measure used woefully inadequate control groups. There are
also some data that indicate that HEG improves IQ scores, but they
also don't come with good control groups. The IQ claims are mostly
marketing hype, with a thin thread of science to back them up, as
far as I know.
The "improved focus" claim is an interesting one,
epistemologically. There's actually more data and higher-quality
data supporting the claim that EEG NF improves attention and focus
than there is that HEG improves attention and focus. However, the
data that does exist for HEG suggests that it works better (i.e.
larger effect given the same amount of training time) than EEG.
HEG seems to be excellent for attention/focus, working
memory, emotional/behavioral/mood self-regulation, and other central
executive functions.
4. HEG and EEG seem to be complementary. I have no reason to
suspect that one should be done before the other on scientific or
biological grounds. I've heard from several users of HEG that they
tried EEG first, spent a lot of money on it, then discovered HEG and
found it to work much better, and wished they had gone straight to
HEG and skipped the EEG. However, there are probably also other
people who went through the opposite progression, but whom I don't
hear from because they don't do HEG any longer.
By the way, I sell HEG systems retail for $995. Actually, $995 is
the retail price I suggest to all of my distributors, and Upgraded
Self/Bulletproof used to sell them for $995 (actually $1295 minus a
$300 "discount", if I remember correctly, but I thought that was
just a marketing gimmick).
Jonathan