The idea that technology may be able to directly capture and control our thoughts is both fascinating and scary. But this type of technology has been around and is continues to be developed for a variety of applications. In this episode, we speak to Dr. Susan Boehnke about brain computer interfaces and neuromarketing. We dive into the ethical implications of brain-computer interface (BCI) applications—are these technologies enhancing human potential or invading our privacy? We also unpack how the media's portrayal of BCIs often exaggerates their capabilities, contrasting it with their real-world use. Plus, we explore neuromarketing: the fascinating history of how companies use brain data to influence your choices and shape marketing strategies. Don’t miss this eye-opening conversation! Susan Boehnke completed a PhD in Neuroscience (2002) at Dalhousie University as a Killam Scholar using psychophysical and neurophysiological approaches to examine spatial processing in the auditory system. She then completed a postdoctoral fellowship in primate visual and oculomotor neurophysiology with Prof. Doug Munoz at Queen’s Univ. In collaboration with Profs. Munoz and De Felice (Brazil), she took a lead role in the creation and validation of one of the first non-human primate (NHP) models of Alzheimer’s disease using behavioural, neurophysiological, neuroimaging, and molecular approaches. She led development of the first NHP biobank in Canada, and the establishment of normative values of fluid biomarkers of neurodegeneration in macaques. During COVID, her team used the NHP facility at Queen’s to explore the effect of social enrichment and isolation on the brain. In response to recent explosion of interest in neurotechnology, such as brain computer interfaces, she has now turned her attention to creating a micro-credential program in neurotechnology (https://neurotechmicrocreds.com/) and exploring ethical issues related to neurotech. She is also the lead of the Training Committee for Connected Minds: Neural and Machine Systems for a Healthy, Just Society, a large Canada First Research Excellence Fund (CFREF) program between York and Queen’s Universities. This episode is sponsored by the Connected Minds program. Connected Minds, funded by the Canadian First Research Excellence Fund, is a 7-year collaborative program between York University and Queen’s University that focuses on interdisciplinary, ethical, and socially responsible research and technology development. The program offers funding for trainees, researchers, and artists. To learn more and get involved, visit the Connected Minds website. Website: https://www.yorku.ca/research/connected-minds/ Authors: Deanne Pinto, Eve Racette Email: thinktwicepodcast@outlook.com Instagram: @thinktwice_podcast LinkedIN: Think Twice Podcast Patreon: https://www.patreon.com/ThinkTwicePodcast Disclaimer: Think Twice is a podcast for general information and entertainment purposes only. The content discussed in the episodes does not reflect the views of the podcast committee members or any institution they are affiliated with. The use of the information presented in this podcast is at the user’s own risk and is not intended to replace professional healthcare services.