Abstract
Given that the brain evolved to function in the real world then it seems reasonable to want to examine how it operates in that context. But of course the world is complex, as are the brain's responses to it, and MRI scanners are inherently restrictive environments. This combination of challenges makes the prospect of studying the freely-behaving brain with fMRI disconcerting to anyone sensible. When designing naturalistic fMRI experiments it is necessary to ensure that the thoughts or behaviours under scrutiny are not unduly perturbed or constrained by the imaging process, while still being amenable to experimental manipulation and control, and result in meaningful and interpretable data. This is difficult to achieve. Here, briefly, and in a highly subjective and selective manner, I consider: why we might want to deploy free-behaviour designs in an fMRI context, how to go about it, review some examples of it in action, and decide finally whether it is worth it (it is).