Reading the sines

Ben Selwyn from our global partner BDRC-JonesDonald in Australia sends along this overview of what is au courant in the field of neuromarketing.

Included are overviews of eye tracking, facial response scanning, EEG tests, and fMRI.  Although these techniques have many benefits, their drawback is that they can’t truly read the content of people’s thoughts.  They can give you a gauge on what is happening in the brain, which is valuable, but a complementary tool (like ZMET) can shed much more light on why.