1. A system, comprising: a data collection mechanism including a plurality of modalities operable to obtain response data from a subject exposed to stimulus material including marketing and entertainment stimulus material, the response data comprising electroencephalography (EEG) response data and functional magnetic resonance imaging (fMRI) response data; a filter connected to the data collection mechanism operable to remove cross-modality interference from the EEG response data and the fMRI response data; a cross-modality response synthesizer operable to analyze EEG response data and fMRI response data to evaluate effectiveness of the stimulus material, wherein EEG response data is combined with fMRI response data.