What You Really Want to Buy.

The article describes the use of neuromarketing technique by researchers from the consulting firm of FKF Applied Research in Los Angeles to Neurosense in Oxford, Britain, to study what happens in different regions of the brain. Unlike information culled from traditional focus groups, the signals issuing from the brain can point to what the subjects are really thinking and feeling. Marketing insights hinge on the scientists' reading of the jagged peaks of brain activity.