After a previous trial in Disneyland, Walt Disney World Research are set to try out a brainwave measuring device on guests during periods of September this year. The system works by the guest (a volunteer) wearing a headset, which measures and records their brainwave response to various stimuli. In this case, the research will be done into the brainwave response of experiencing attractions and shows in the park. The headset will be worn for around 1 to 2 hours per session, after which it recharges and uploads the stored data. And before you ask, no it isn't April Fools day come early!
The company providing the technology to Walt Disney World Research are EmSense. You can read more about the process at http://www.emsense.com/