If you thought frame-by-frame video analysis of facial expressions to interpret respondents' feedback on concepts is hi-tech... read on or dream on. According Dan Ariely and his pals at Duke University and Emory University, the big next thing is to skip that awkward interface called 'face' entirely and plug straight into respondents' brain waves. Read directly what the really think about your new marketing propositions.

Personally, I'm not sure that the inside of an MRI scanner is a comfortable enough environment to make anyone think anything but 'get me out of here' but we'll keep an eye on 2nd hand scanner prices just in case.

Read the article at Science Daily.