While Innerscope is normally hired by specific clients, we'll use its Super Bowl demonstration from last year as an example of its methodology. The aforementioned group of fans was piled into the Innerscope lab. Innerscope didn't ask their opinion of commercials, measure their applause, or look at their facial reactions. Subjects wore a battery-powered Lycra vest that monitored motion, ECG, skin conductance, and respiration. The lab was more of a living room, with plush couches, free food, and free beer (just one per quarter). Participants could even invite a friend. Innerscope wants the environment as natural as possible, except for the skin conductance patches attached to your non-drinking hand. A 2008 article in the International Journal of Advertising establishes that while you Tivo through commercials at 6X speed, commercials are still influencing what you buy.