We understand much more than the basics, but even for the basics, there is much added value. For example 1) knowing where people actually look (we are poor at knowing ourselves); 2) how we respond emotionally (also often unconsciously); and 3) how such initial responses predict
likelihood of purchase/click/behavior-of-choice. These are very straightforward questions that are “easy” to answer with neuro imaging and related measures, and yet can have profound insights to marketers