Functional MRI is the flagship of Neurensics’ research tools. Why do we prefer this technique, where many other neuromarketing firms use the more easy to record EEG? There is a very simple reason: only with fMRI can future behaviour be reliably predicted. Recent research by the ARF has unequivocally shown that fMRI is the only neuromarketing technique that offers insights that cannot be obtained with traditional market research techniques. We have committed ourselves to using fMRI because we only want to sell scientifically validated techniques. In this white paper, we explain 5 fundamental issues that everyone buying neuromarketing needs to know, and how we apply these at Neurensics.