In 2005 and 2006 there was a great deal of interest in neuromarketing and the idea of using fMRI scanners as tools of market research. Could brain scanning replace questionnaires and surveys? Could small groups of consumers in ‘tin cans’ tell us how the population would respond to the latest ideas in TV advertising? Although brain scanning is providing useful insight into how the brain works, and into how some market research techniques work, it is having no impact on the research business as a whole. For most research problems brain scanning is too slow, too expensive, and insufficiently available.