It's about using biometrics to determine the reaction of people to stimuli. The best known examples are of the 'lie detector' kind, though these stumble on various interpretations of truth. What has seen the most interest of late are brain-scans that show patterns of brain blood flow. They have been used to evaluate Superbowl commercials and compare product designs. Much skepticism still exists, and many companies are spooked by PR fallout from methods that are perceived as too invasive. Much experimentation underway:
In the Neuromarketing Blog:
" ... Has neuromarketing arrived? If not, it has reached a new plateau of credibility as the privately held Nielsen Company has invested in NeuroFocus, a firm that uses brainwave, eye-tracking and skin conductance measurements to measure consumer reactions to ads and products. Nielsen, best known for its television viewership ratings, has a diverse portfolio of businesses involved in media and marketing ... "
Press release.
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