Washing Away Bad Hair Days

In the Online WSJ: Wash Away Bad Hair Days - In the Lab as Procter & Gamble Tries to Figure Out Pantene, Fickle Shampoo Shoppers and Other Marketing Mysteries. ... Late in the article it is mentioned that they used neuromarketing techniques, specifically EEG biometric tests, to endorse and augment classical market research methods. At the end of the article a P&G researcher effectively endorses the use of neuromarketing biometric methods. First time I have seen that publicly done.