ARF Insights: Advertising Research Foundation Develops Standards For Neuromarketing Research to Help Marketers Evaluate Neuro- And Biometric Market Research Methods

On March 22 at its annual convention Rethink 2011 amp8211 Managing the Complexity Maze Insights as the Navigator the Advertising Research Foundation ARF unveiled findings from the first phase of its NeuroStandards Collaboration Project an independent review of current neuromarketing methods the science underlying those methods and the validity of the conclusions In addition a plan to continue this process and provide an quotExpert Review Networkquot a network of independent experts to assist users of this research was announcedResults of this collaborative study when fully completed will develop standards in an emerging field that when implemented can help media marketing and advertising researchers better understand how consumers react to advertising from a scientific perspective and use this knowledge to make smarter marketing decisionsNeuromarketing garnered nationwide attention in 2003 when Read Montague a neuroscientist at the Baylor College of Medicine conducted a series of experiments known as the quotPepsi Challengequot using neuroscience technology to study brain activity to explore consumers39 beverage preferences Since then there39s been a significant increase in vendors employing neuromarketing as well as in the kinds of methods and analysis techniques used in marketing research Neuromarketing39s use however has become problematic for marketers to assess what is actually based on the science underlying these methods and what is interpretation according to the report released todayThe study worked with eight neuromarketing vendors across three continents to poll 18to49yearolds on reactions to a series of eight commercials Participating sponsor brands included American Express Campbell Soup Chase Clorox ColgatePalmolive General Motors Hershey39s and MillerCoorsThis is the first major validation study designed to assess neuroscience as it applies to media and advertising response Methods used in this study included facial coding biometrics electroencephalography EEG quantitative EEG facial electromyography fEMG steadystate topography SST and functional magnetic resonance imaging fMRI Participating neuromarketingsuppliers includedInnerscope Mindlab International MSWLAB NeuroCompass Neuro Insight Neurosensedecode Sands Research and Sensory Logic Media sponsors included ESPN MTV Networks NBC and Turner BroadcastingNeuroStandards Project InsightsThese results indicate many reasons that an evaluation process is essentialamp183 Commercials and video materials contain rapidlychanging images words and music complex stimuli generate complex viewer reactions that can make it difficult to isolate elements that cause specific reactionsamp183 Different images elicit reactions with different lag times the brain reacts to the image of potential danger such as the image of a snake faster than less threatening imagery a pleasant landscape Also the viewer39s reaction at a given point may reflect anticipation of the next images rather than a reaction to images seen at that momentamp183 Reactions to one scene within a commercial are likely to be influenced by the preceding content Interactions between the images sounds and words need to be untangled to pinpoint causes of viewer responseamp183 Measuring quotattentionquot and related reactions is less complex than measuring specific emotions and purchase intent Reactions to one specific region of the brain cannot always be interpreted as indicative of one specific emotionThese insights yielded several best practice recommendations for identifying neurological and biometric methods that best meet marketers39 research objectives Additionally it recommends that neuromarketing be employed as an addition to amp8212 not a substitute for amp8212 quottraditionalquot research methodsThe second phase of the ARF NeuroStandards Collaboration Project called NeuroStandards 20 will be detailed in a white paper planned for publication in summer 2011 and will inform strategy for the next iteration of the project which includes a NeuroStandards Forum and special seminars for ARF membersFor more information on ARF39s NeuroStandards Collaboration Project visit httprethinkthearforgpagespress

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ARF Insights: Advertising Research Foundation Develops Standards For Neuromarketing Research to Help Marketers Evaluate Neuro- And Biometric Market Research Methods

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