Through fMRI, EEG, steady state topography (SST) and magnetoencephalography (MEG) scans,[1] marketers are able to study how consumers react, as a step towards understanding how they can influence consumption through marketing efforts. In conjunction with qualitative research methods, it can provide deep understanding into what, how and why people consume. Measuring eye tracking in e-service marketing is another example of quantitative biological methods measuring the way we consume.