Neuro-scientists are looking into ways to improve the prediction of consumer behavior by measuring their brain activity. In a study by researchers, MRI scans of subjects brains were studied to see which centers of the brain were activated when advertising themes were shown to them. The potential for this is that the disconnect between what a person says they may do and what they actually wind up doing can be closed. Focus groups and such are great but many people give the answer they feel a questioner wants to hear or change their behavior when presented with the choice in the real world. Maybe we should just save them all the trouble and set up our direct deposit to their account.