Whereas neuroimaging techniques such as fMRI and EEG map general patterns of brain activity, Amsterbrand's research methods quantify specific thought-associations through computer-mediated tasks. Neuroimaging is unique in its capability of measuring which emotions and modes of processing are evoked by a stimulus such as a brand or commercial. On the other hand, implicit methods are the method of choice when determining the associative strength between two thoughts (e.g., a brand and a specific quality).

We deem Implicit Marketing and brain imaging not as alternatives, but as complementary approaches, both adding to valuable brand insights in their own unique ways.