Comments on: This is your brain on video games, ads

It may sound like science fiction, but one company is helping market researchers track how the brain responds to content like games and ads.
Photos: Scanning brain waves

[Sabocat]

Complete Fantasy

This has as much validity as phrenology. Having dealt first hand
with a family member with a brain injury I am acutely aware of how
little we know about the human brain. Convincing your clients that
you can judge the effectiveness of an ad based on this technology
is just techno-snakeoil.

[Kinakuta]

Skeptical

I'm skeptical about how much more information they could gain about how players react, versus simply asking them how they felt about it. They might be able to tell that a particular part of a game was intense based on the players heart rate, etc, but how is it different than the player simply *telling* them that it was intense?

[brief]

It won't read minds

It should be able to tell if you felt the game was intense or not, but how would it be able to tell if you actually liked the intense action or not?