Market research: Mind reading - Market Research Bulletin - Market Research news by Email - Brand Republic: "Two types of scanning are currently on offer as market research tools. One is fMRI (functional magnetic resonance imaging), which involves a large, immobile scanner. The other is a variant of EEG (electroencephalography), which has evolved into a highly portable mechanism, small enough to fit inside a hat, that measures electrical activity in the brain. Both have their pros and cons: fMRI offers a far more detailed scan than EEG, but subjects must stay in the lab. EEG can be taken to a consumer's natural habitat, such as a home or shopping centre. It also provides many more readings per second, making it easier to see exactly when changes in brain activity occur."
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