We are, of course, a long way from testing this technique in humans.

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The medical device giant Medtronic is testing a related technique called deep-brain stimulation, in which electrodes from a device in the chest are surgically threaded several centimeters into the brain to the site of damage.

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Another popular measurement technique is multivariate testing, in which you test many different variations of the same page all at once.

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According to a press release from branding agency Millward Brown, facial coding by Affectiva and their own Link copy-testing will be the primary technique used to gauge consumer emotions.

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However, far more animal testing would be needed before the technique would ever be considered in people.

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It will take years of additional testing to prove if the so-called PapGene technique really could work as a screening tool, used to spot cancer in women who thought they were healthy.

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