excerpt on the Advertising Research Foundation’s “Inaugural NeuroStandards Retreat”–
On January 12-14, 2011 at Campbell Soup Headquarters in Camden, New Jersey, 40 senior review panel members, research vendors, gold brand sponsors, gold media sponsors, silver sponsors and ARF personnel gathered to discuss significant insights and key findings from the unprecedented Engagement 3: NeuroStandards Collaboration. This groundbreaking ARF research project,… will provide much-needed transparency about biometric and neurological research methods.
In advance of the retreat, each of the research vendors involved (Gallup & Robinson, Innerscope, MSW Research/LAB, Mindlab International, NeuroCompass, Neuro-Insight, Sands Research, and Sensory Logic) were asked to analyze eight commercialsâ€”one from each gold brand sponsor (American Express, Campbell Soup, Clorox, Colgate-Palmolive, General Motors, Hershey’s, Miller Coors and JP Morgan Chase).
The research vendors presented their reports to each sponsor prior to the retreat. The reports were also reviewed by a number of subject matter experts (for example, Electroencephalography (EEG) experts looked at EEG reports, Functional Magnetic Resonance Imaging (fMRI) experts looked at fMRI reports). Subject matter expert reports were then distributed to a panel of expert reviewers who provided their assessment at the retreat…
The expert reviews, discussions and key findings from the ARF NeuroStandards Retreat will be presented in March at Re:think 2011 â€“ The ARF 75th Anniversary Annual Convention. Some of the major topics that will be explored include:
How neuromarketing research can produce new insights for advertising, branding, and other marketing research projects;
Which biometric and neurological methods are best suited for specific research objectives and what are the advantages and disadvantages of these methods compared to traditional research methodologies…