See, user testing and eye tracking analysis is all well and good...

Neuroscientist Christopher deCharms tells us we’ll very soon be able to carry out realtime fMRI scanning on the human brain.

As designers, the insight and data this could give us into understanding the way a user interacts [and wants to interact] is pretty mindblowing.

Ostmodern will be attempting to build a similar machine in our garage, next bank holiday weekend.