Sample Size in Neuromarketing Studies

On of the most contentious issues for studies in the newly emerging field and business of Neuromarketing is sample size. Generally marketing analyses that attempt to understand large populations by sampling utilize hundreds of individuals. NM studies are usually far smaller yet there is clearly variation among the reaction of respondents brains to stimuli. For reasons of cost, there is always pressure to decrease the sample, and in general NM studies cost more per person than classical approaches.


Is there something fundamentally more stable about brain studies? Sands Research has put together a good paper on this issue: Sample Size Analysis for Brainwave Collection (EEG) Methodologies, based on their own empirical studies. I invite comments or other references on this issue.