‘Research, research, research’ looks into popular theories on advertising putting scientific fact to theory including subliminal advertising, tachistoscopes, sweat measurement, interest dials, and brain mapping. Advertising is an expensive and unpredictable business. In the 1950s advertising went through a period of boom. A movement emerged called motivation research (or depth research). Based on Freudian psychoanalytic theory, its thesis was that buying behaviour was emotional and controlled by subconscious desires rather than rational. It would be much easier to plan an advertising campaign if the ‘Golden Key’ to the secret of sales success was known.