"The Brighthouse Institute for Thought Sciences
December 4, 2002 8:32 AM Subscribe
"The Brighthouse Institute for Thought Sciences plans to change the marketing world by using modern neuroscience methods to observe and understand the true drivers of consumer behavior. The Thought Sciences team uses functional Magnetic Resonance Imaging (fMRI), a safe and non-invasive technique, to observe patterns in brain activity that reveal how a person is processing and/or evaluating a product, object or advertisement." (From their press release.) Is this the next logical step beyond focus groups? And does this seem just a little bit creepy to anyone else?
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