How fMRI works

fMRI measures the blood flow, known as the Blood Oxygen Level Dependent (BOLD) signal, that occurs during brain activity. This can tell researchers which parts of the consumer’s brain are active and which are inactive during different tasks, such as viewing a specific product or brand image or reading product or brand information. ​

The process is as follows:

1. You lie in an MRI scanner
2. You perform a task (e.g. look at ads, answer questions, react to stimuli)
3. The scanner detects changes in oxygen levels in different brain regions
4. These changes are mapped into visual “heat maps” of brain activity

Can fMRI be done online?

No, Functional Magnetic Resonance Imaging recordings can only be performed in person at a medical-grade laboratory by trained MRI technicians. For more information about our neuromarketing research services, please visit our Advanced Research Unit – the team that handles such projects.

When to use Functional Magnetic Resonance Imaging?

fMRI is a powerful technique for examining in detail which brain areas are active when a consumer engages with a particular product, brand or service. This technique should be used when you are interested in examining detailed emotional responses, the level of engagement, or how well they can recall a product brand or service.

This method is the gold standard for measuring brain activity, affording a detailed understanding of consumers’ emotions in response to certain stimuli.

Limitations of fMRI

• It is important to note that, due to the nature of fMRI, users are unable to move during the recording, meaning that although they can view many stimuli, they can only physically engage with the product, brand or service to a limited extent, e.g., by pressing a button.
• This method is also very expensive, as it requires a medical-grade laboratory and MRI scanner technicians, and it is quite invasive.

Can fMRI tell us about emotions?

Yes, fMRI can be used to examine the activation of specific brain structures involved in emotional processing, such as the limbic system, a deep cortical system which is involved in basic emotional processing. If certain areas of the limbic system are active during a task, we can deduce that an emotion is present.