Our specialized insight and understanding of how the brain responds to marketing stimuli is growing by the day. In fact, we do not need to perform research for many of the questions we receive, because we have already determined the answer. In such cases, soliciting a so-called expert opinion is in effect more efficient than commissioning a study. For instance, we are increasingly approached with requests to collaborate on brand policy, proposition or strategy. In these cases, we might sit in on briefings with the design or advertising agency or meetings to evaluate their work – not because we supposedly know better, but because our brain often sees things differently.