Morel about this topic), a marketing firm based in Atlanta and used by Dutch marketing professor Ale Smidts. BrightHouse sponsored neurophysiologic (nervous system functioning) research into marketing divisions; they constructed a business unit that used fMRI scans for market research purposes. The firm rapidly attracted criticism and disapproval concerning conflict of interest with Emory University, who helped establish the division. This enterprise disappeared from public attention and now works with over 500 clients and consumer-product businesses. The "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi, was a study conducted in 2004 that brought attention to neuromarketing. In 2006, Dr. Carl Marci (US) founded Innerscope Research that focused on Neuromarketing research. Innerscope research was later acquired by the Nielsen Corporation in May 2015 and renamed Nielsen Consumer Neuroscience. Unilever's Consumer Research Exploratory Fund (CREF) had also published white papers on the potential applications of neuromarketing. Concept Collecting information on how the target market would respond to a product is the first step involved for organisations advertising a product. Traditional methods of marketing research include focus groups or sizeable surveys used to evaluate features of the proposed product. Some of the conventional research techniques used in this type of study are the measurement of cardiac electrical activity (ECG) and electrical activity of the dermis (AED) of subjects. However, it results in an incompatibility between market research findings and the actual behavior exhibited by the target market at the point of purchase. Human decision-making is both a conscious and non-conscious process in the brain, and while this method of research succeeded in gathering explicit (or conscious) emotions, it failed to gain the consumer's implicit (or unconscious) emotions. Non-conscious information has a large influence in the decision-making process. A greater understanding of human cognition and behaviour has led to the integration of biological and social sciences: Neuromarketing, a recent method utilized to understand consumers. The concept of neuromarketing combines marketing, psychology and neuroscience. Research is conducted around the implicit motivations to understand consumer decisions by non-invasive methods of measuring brain activity. These include electroencephalography (EEG), magnetoencephalography (MEG), and functional magnetic resonance imaging (fMRI), eye tracking, electrodermal response measures and other neuro-technologies. Researchers investigate and learn how consumers respond and feel when presented with products and/or related stimuli. Observations can then be correlated with participants surmised emotions and social interactions. Market researchers use this information to determine if products or advertisements stimulate responses