One of the most exciting technological milestones accomplished by Sands Research is the ability to send study participants out into the real world. The demographic target is immersed into a dynamic environment while simultaneously recording full spectrum EEG and eye-tracking data. While 'untethered'  in retail or consumer settings (in stores, car clinics, resorts, theme parks, etc.), the typical distractions and peripheral stimuli is involved, providing an opportunity to collect a data set from an immersive experience. View Sands Research demonstrating mobile technologies on the MSNBC Today Show.