• The Guardian, Monday, January 16, 2012 10:03 AM

"Neuromarketers" are helping brands like Google, Facebook and ITV with medical technology that probes consumers' brains for genuine responses.

"We put a cap on your head that measures your brain impulses," said AK Pradeep, a pioneer of neuromarketing science and chief executive of NeuroFocus, one of the biggest players in a booming industry. "We measure all parts of your brain continuously. Second by second, we measure how much attention you're paying. We get [to learn] what emotions you're experiencing and what memories you're memorizing."

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