The hot new car-sharing service, Uber, is going way beyond a swanky app. They have a neuroscientist on board to do everything from predict demand for rides to correlating that demand to crime maps. He found that population density isn't the best predictor of demand, but where people hang out is. There's a five-minute video after the jump with the neuroscientist (Bradley Voytek) which comes from a more in-depth interview about what he does when he's at work.
Video from YouTube