Two things define SXSW: spectacle and smoked meat. GE's managed to meld the two at its BBQ Research Center. Just up the street from the Austin Convention Center, General Electric's research arm set up shop with a 12-foot tall sensor-laden super smoker and a BBQ tasting room called Brain on BBQ. As you might suspect, tasters wear consumer-grade EEG headbands (the Muse variety) to track how their brainwaves change when eating savory smoked meat, tangy coleslaw and sweet banana pudding. GE's going to mine the data from every participant to see if it can glean some useful insight about the nuances of flavors, but really it's just a way for folks to see what's going on inside their noggin whilst chowing down. The whole setup is meant to draw attention to the company's R&D efforts in food and neuroscience, and show that GE's technology can be leveraged to improve most any industry.