What You Really Want to Buy
Forget focus groups. Companies that want feedback on a product are getting inside consumers' heads—literally. The latest rage in marketing involves harnessing a test subject to a narrow shelf, securing the head tightly, and introducing the body into the tube of a $3 million functional magnetic resonance imaging machine (FMRI). For about $1,000 per hour, researchers flash images for their tightly trussed subjects, play advertisements, and read promotional literature. All the while, they study the second-by-second response of the brain.
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