He changed directions, replacing baroque and classical with psychology and neuroscience, specifically focusing on qualitative electroencephalography (EEG)—which had the benefits of being cheap, easy, reliable, and the exact right tool for the job. “Whenever you encounter stimuli or have a thought,” explains Sherlin, “the brain has an electrical response. EEG measures those responses down to the 1/1000 of a second range, which allows us to track how the brain changes across time. When someone is
