1. A system comprising: a first headset to gather first data comprising first neuro-response data and second neuro-response data from a first user while the first user is exposed to stimulus material, the first headset comprising: a first sensor to gather the first neuro-response data, the first neuro-response data comprising at least one of electroencephalographic data or magnetoencephalographic data; a second sensor to gather the second neuro-response data, the second neuro-response data comprising facial emotion encoding data; and a processor to: synchronize the first neuro-response data, the second neuro-response data and the stimulus material to generate synchronized data; and determine an effectiveness of a portion of the stimulus material based on the synchronized data.