Ernest Rutherford won a Nobel Prize in Chemistry in 1908 before becoming the first person to split the atom in 1917, he went on to discover and name the proton. The chemical element Rutherfordium (element 104) was named for him in 1997.

There is no doubt Rutherford was a smart man, he was also an outspoken one. My favourite quote by him is:

“An alleged scientific discovery has no merit unless it can be explained to a barmaid.”

We want to apply the Rutherford test to neuro market research and invite companies in the field of EEG, FMRI and similar technologies to join us in an experiment at The Cherry Tree in Steventon near The Rutherford Appleton Laboratory in Oxfordshire UK.

In the experiment THiNK will attempt to explain to a barmaid (or man) how eye tracking and facial coding can deliver actionable insights into the subconscious feelings and thoughts of people.

We hope that another neuro research company will accept the challenge and attempt to explain how they deliver results using EEG and or fMRI.

THiNK will happily pay for accommodation, dinner and drinks at The Cherry Tree for any willing company who wants to take up the challange.

The Cherry Tree at Steventon