An opacity map (also known as an opacity map) is a visualisation technique used in functional magnetic resonance imaging (fMRI). Brain scans are displayed in 3D, with the colours and opacity (transparency) of the different regions of the brain indicating the activity in these regions.

In neuromarketing, the opacity map is used to analyse the brain activity of consumers during the purchasing decision process. By measuring the activity in different brain regions, companies can gain insights into the neuronal processes that influence purchasing behaviour.

The Opacity Map can also help to measure the effectiveness of marketing messages or adverts by showing which regions of the brain are activated by a particular message or advert. This information can be used to optimise advertising campaigns and marketing strategies and make them more effective.