Focus Groups Failing for the Movies

Roger Dooley suggests that the recent mention of using brain scans to provide accurate and specific predictions for scary movie content really shows a further failure of focus groups. Will the emergence of the understanding of the non-conscious via neuromarketing ultimately lead us to greatly diminish or eliminate the use of focus groups? As I continue to learn more about this area I am inclined to think so, though there is still much work to be done.