Posts tagged “objectivity”

This Is Your Brain On Hype

I’m so fed up with market research gimmicks that claim to produce an objective provable truth about what’s in someone’s mind. It really runs counter to notions of empathy, listening, and understanding that I feel so passionately about.

It was with some pleasure, therefore, to see the typically exuberant Wired run a story explaining that while lie detecting may be on the horizon,

My journey through the land of functional neuroimaging has helped me to understand how spectacularly meaningless these images are likely to be.

Most neuromarketers are using these scans as a way of sprinkling glitter over their products, so that customers will be persuaded that the pictures are giving them a deeper understanding of their mind. In fact, imaging technologies are still in their infancy. And while overenthusiastic practitioners may try to leapfrog over the science, real progress, which will take decades, will be made by patient and methodical researchers, not by entrepreneurs looking to make a buck.


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