Having become intrigued by the repeated mentions of neuromarketing and neuroscience, I decided to do some research on this concept, and downloaded a white paper from the American Marketing Association. The white paper tries to explain to marketers how to leverage neuroscience in their marketing efforts. I have to admit to feeling a slight edge of panic when I started to read. The authors of the paper have juggled fMRI’s, EEG’s, MEG’s, facial coding, eye tracking and other biometrics to get insight into consumer behavior, as they reckon consumers are really not that good at explaining why they buy. I would agree with that, but I am not sure that you need to stick your customer through a 3 day ordeal at a medical facility to get that data.