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This is a problem for fMRI researchers. Suppose you scan 10 people and show them pictures of apples and pictures of pears. And suppose that apples activate the brain's Fruit Cortex much more strongly than pears. But unfortunately, the Fruit Cortex is a small area, and its location varies between people. In fact, in your 10 subjects, no-one's Fruit Cortex overlaps with anyone else's, even though everyone has one and they all work exactly the same way.
If you did this experiment you'd fail to find the effect of apples vs. pears, even though it's a strong effect, because there will be no one place in the brain where apples reliably cause more activation. What you need is a way of finding the Fruit Cortex in each person beforehand. What you'd need to do is a functional localization scan - say, showing people a big bowl of fruit - as a preliminary step.
Fedorenko et al scanned a bunch of people while doing a simple reading task, and compared that to a control condition, reading a random list of nonsense which makes no linguistic sense. As you can see, there's a lot of variation between people, but there's also clearly a basic pattern of activation: it looks a bit like a tilted "V" on the left side of the brain:
Fedorenko et al then overlapped all the individual images to produce of map of the brain showing how many people got activation in each part:
Here's the clever bit: they then took the areas activated in a large % of people, and automatically divided them up into sub-regions; each of the "peaks" where an especially large proportion of subjects showed activation became a separate region.
This is on the assumption that these peaks represent parts of the brain with distinct functions - separate "language modules" as it were. But each module will be in a slightly different place in each person (see the first picture). So they overlapped the subdivisions with the individual activation blobs to get a set of individual functional zones they call Group-constrained Subject-Specific functional Regions of Interest, or GcSSfROIs to their friends.
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In particular, they argue that it should allow future fMRI studies to have a better chance of finding the specific functions of each region. So far, experiments using fMRI to investigate language have largely failed to find activations specific to particular aspects of language like grammar, word meaning, etc. which is unexpected because patients suffering lesions to specific areas often do show very selective language problems.
Does this relate to the voodoo correlations issue? Indirectly, yes. The voodoo (non-independence error) problem arises when you do a large number of comparisons, and then focus on the "best" results, because these are likely to be wholly, or partially, only that good by chance.
Fedorenko et al's method allows you to avoid doing lots of comparisons in the first place. Instead of looking all over the whole brain for something interesting, you can first do a preliminary scan to map out where in each person's brain interesting stuff is likely to happen, and then focus on those bits in the real experiment.
There's still a multiple-comparisons problem: Fedorenko et al identified 16 candidate language areas per brain, and future studies could well provide more. But that's nothing compared to the 40,000 voxels in a typical whole-brain analysis. We'll have to wait and see if this technique proves useful in the real world, but it's an interesting idea...
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