Radio Kassa references Ale Smidts in the context of recent media coverage on marketing "guru" and author of the book Buyology, Martin Lindstrom. Lindstrom is enthusiastic, based on recent successful brain scan studies, about marketeers' future abilities to accurately predict consumer behaviour using neuromarketing techniques. Ale Smidts counters, stating:"Marketeers and neuroscientists are still far from being able to predict consumer behaviour and that, in the last 15 years in which the body of neuromarketing research has grown, scientists have only become clearer on how much research must yet be done in understanding, in particular, how various components of the brain work together and as a network, in reaction to a variety of impulses."
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