For the past 20 years, El Paso, Texas, Steve Sands been using technology to look inside our heads and show what consumers really feel, as opposed to what marketers think we feel. Using EEG tests (essentially a plastic swimming cap complete with electrodes to measure brain signals), functional magnetic resonance imaging (FMRI, which measures brain activity by looking at changes in blood
flow), and eye-tracking technology, Neuromarketing , as it’s known, has completely revolutionized the worlds of advertising and marketing