In a blaze of colour on the 11 November ‘op-ed’ (invited opinion) page of The New York Times, some scientists proclaimed that, based on analysis of brain-imaging data from just a handful of swing voters, they had divined what the rest of the undecided masses truly think about the upcoming US presidential elections. Apparently just asking them was simply not good enough.

So opens an Editorial in the current issue of Nature (450, 457; 2007), which goes on to describe how the authors of the New York Times piece used functional magnetic resonance imaging (fMRI) to scan the subjects’ brains while looking at pictures of candidates. The Nature Editorial goes on:

“The op-ed work has not been published in a peer-reviewed journal, and the article is self-evidently too insubstantial in scientific detail to assess the strength of either the methods or the data. A group of cognitive neuroscientists was swift to object to its conclusions — which veer close to a modern-day phrenology — ”https://query.nytimes.com/gst/fullpage.html?res=9907E1D91E3CF937A25752C1A9619C8B63">in a response to The New York Times.

The results described in the op-ed are apparently the claims of a commercial product posing as a scientific study. This is only partially transparent. Three of the authors list their affiliation with FKF Applied Research, a company based in Washington DC that is notorious for using similar brain-scan analysis to conclude which TV adverts aired during a major sporting event were most effective. In its own words, the company is a “business intelligence firm selling fMRI brain scan-based research to Fortune 500 companies”.

Articles on The New York Times op-ed pages are opinionated by definition, and shouldn’t normally require peer review. But here, the paper’s editors have instead published the results of (to put it mildly) questionable scientific research, disseminating this information to millions of their readers who may not have the background to recognize for themselves the absurdity of some of the authors’ conclusions.

Although it is a gross disservice to science and indeed to politics, it is a great deal for the company. Scientific publication would have required the authors to divulge their data and qualify their assumptions — and some journals might even have required that they declare their financial interests. Whatever the motives, seducing The New York Times’ editors with the allure of Technicolor brains lighting up with Hillary Clinton angst yielded no more or less than a multimedia advertisement for the company’s product to millions of readers."