It’s Complicated: Embracing the Beautiful Mess of Human Data

When companies bring me in to review or teach neuro-based research methods, I can usually predict where the conversation will go. We’ll talk about EEG. GSR. Maybe eye tracking. Often the Implicit Association Test (IAT). There’s usually excitement about the potential of these tools. And rightly so, they can provide valuable insights when used well.

But there's one message I find myself repeating in every session, like a drum I can’t stop beating: humans are complicated.