Neuromarketing ‘provides unique insight into the consumer’s unconscious responses to advertising’. Nueromarketing is measured through MRI, changes in the skin temperature and Electroencephalography (EEG). Electroencephalography measures brain activity.
Nueromarketing is more accurate than focus groups or interviews, as an individual’s level of engagement to an advertisement can be analyzed through their brain activity. There are no barriers to effective research that you might find in a focus group, for example: people in focus groups might not give their honest opinion, as they might prefer to conform to whatever the rest of the group considers to be the norm, or an individual has the inability to express his/herself properly, however, when an individual’s brain activity is being monitored, they don’t have to be honest or be able to express themselves, since the scientific equipment carries out all the research needed.
Reference:
http://www.cnn.com/2010/TECH/innovation/10/05/neuro.marketing/index.html