FMRI provides deep brain sequences of where and to what extent activity occurs in response to various experiences or stimuli. It is excellent for defining cognitive and emotive responses to a broad variety of behavioural, messaging, design, taste or fragrance issues with a high degree of accuracy. This method of brain scanning brings precision to the reading of brain activity when a constellation of brain areas are reacting (for example, the technique can discriminate between anxiety, fear, anger, embarrassment, desire, craving, disgust, pleasure, pain, depression, disinterest, conflict whereas earlier techniques are often limited to positive vs. negative emotion). It is FMRI's unique ability to precisely locate where the signals in the brain are coming from that provides users with the ability to accurately interpret the nature of the cognitive or emotive state that is elicited.

<< GO BACK