Scientists can read your mind. Fact. Not the stuff of science of fiction, but the brain-child of one Dr. David Lewis, a neuropsychologist who fronts a Sussex University-sponsored company, MindLab. Using equipment which monitors electrical activity in the brain, he has been helping big brands grab our attention, and thereby our pounds, politicians to divine our voting preferences, and even the law to establish our guilt or otherwise.

  All very troubling. Computers can now say with 78% accuracy what object a person is looking at, be it a hammer, a pencil or indeed a copy of 1984.

  Nor has the potential of this been lost on neuromarketers, and although the technology is in its infancy, one feels, ethics aside, it will become a key tool in the advertiser's arsenal. Read more here...