Functional simulation, not literal cloning, is the heart of cognitive computing. To understand the cognition of customers or any other human, you should be modeling the higher cognitive, affective and sensory faculties of the mind, not the actual physical components of the brain. Most cognitive-computing professionals see no need to model intelligence down to the neurological level in order to make high-quality predictions of human behavior. Decision science draws on artificial intelligence, cognitive studies and other behavioral sciences. By contrast, the discipline of neuromarketing research is founded on the notion that mixing neurology with psychology is the key to getting inside customers’ heads, by way of their nerve endings. Though neuromarketing may deepen some insights, gauging what’s going on in customers’ minds doesn’t mean you literally need to look into their heads.