The ‘Hunt the Sex Difference’ agenda has informed brain research brain for decades, if not centuries. This talk by Dr Gina Rippon aims to demonstrate how a fixed belief in differences between ‘male’ and ‘female’ brains can narrow and even distort the research process. This can include the questions that are asked, the methodology selected and the analytical pipeline. It can also powerfully inform the interpretation of results and the ‘spin’ used in the public communication of such research.