Traditional neuromarketing research that involves actual brain scanning equipment is expensive for several reasons.

First, it requires recruiting and compensating participants who meet specific demographic criteria. Second, it involves the use of specialized medical equipment such as fMRI or EEG machines, along with the cost of lab time and trained technicians. Third, the studies need to be designed, run, and analyzed by researchers with expertise in neuroscience and data interpretation.

In addition, these studies often take several weeks to complete, which adds to the overall cost. Because of the combination of equipment, expertise, participant management, and time required, most traditional neuromarketing projects end up costing between $15,000 and $80,000 or more.

This high cost is one of the main reasons why only larger organizations have historically been able to use this type of research.