Did you know that soon, advertisers may be able to look into your brain? Well, not actually, but neuromarketing is just about the closest thing. In “Buy.ology: The Truth and Lies About Why We Buy,” Martin Lindstrom breaks down his 3-year, 2,000 person study into to some key findings about how our subconscious controls us more than we think. Everything is not always as it seems when it comes to qualitative research, and Lindstrom is here to show that sometimes, what we say we do and what we actually do can be complete opposites. Listen to my full review of “Buy.ology” below.