Will Neuro-Diagnostic Market Research work for communication and branding researches in Middle East?

Neuro Diagnostic Research is very much prevalent in the Western markets for Advertisement evaluation and branding studies. This is a combination of evaluating the brain waves of a consumer while he/she is watching the advertisement and then conduct a depth interview. This type of research helps in understanding the instinctual reaction of a respondent along with rational thinking. This technique is validated and proven in the Western markets but the question is, will it work in the Middle East market or not?