The ultimate evaluation tool: brain-fingerprinting

MIT Advertising Labs carries news of Brain Fingerprinting Laboratories (cringe-inducing strapline: "a new paradigm") application of their technology in the marketing world: evaluation.

We see eye-tracking software at work every day in usability labs – how long before we’re wiring up consumers to see if our campaign messages really hit home?

And before you think this is just an "and finally piece", the MIT guys say that the boffins at Brain Fingerprinting have completed a study with uber-researchers Millward Brown.

It’s had a few people chattering about the possibilities here, here and here for instance.

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