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The future of market research has no room for bad teeth. Or Englishmen.
It’s 8:15 p.m. at the Rolling Oaks Surgical Center in Thousand Oaks, Calif., deep in the Valley north of Los Angeles. I’m with a group of advertising executives, a neuroscience professor, and a laboratory technician, gathered around MRI computer equipment and monitors. We’re here at night because MRI centers can run almost around the clock, with the bulk of that time used by physicians ordering tests on their patients.