One thing that Faultline got spot-on from our recent introductory article on audience measurement start-up NeuroMedia Software is that there is no neurological element whatsoever. Confessing his sins on a call with Faultline this week, co-founder Pierre Mengal explained that the Belgian company was founded on conducting neuropsychology studies in the media field, but other products soon took priority – leaving nothing of the neuro flavor remaining but the name. Retrieving a box from the top of a background bookcase, Mengal reveals one of those cranial caps you might see in a sci-fi show for monitoring brain activity. While it looks futuristic, getting people to don heavy sensors on their heads for hours on end to understand TV viewing behaviors…