ARF Takes First Steps on Neuromarketing Standards

In New York, the ARF has announced an 'unprecedented' project examining biometric and neurological research methods, which it says will 'provide much-needed transparency' in the emerging area.

Engagement 3: NeuroStandards Collaboration will be launched at next week's ARF NeuroStandards Advertising Week event on Tuesday, September 28 on Lexington Avenue; and is led by Duane Varan, Ph.D., Director, Interactive Television Research Institute / Executive Director, Murdoch University, Australia and CRO, The Disney Media and Advertising Lab.

The ARF says methods like Functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG) and facial coding have become increasingly popular in research but to date have not been properly assessed, suggesting: 'sometimes it is unclear what science is being used, whether science is being applied soundly, and whether biometric measures are even appropriate to the problem being addressed.'

According to Dr Varan, 'Biometric and Neuro methods open exciting new horizons for media and marketing research. Validation helps ensure that these are used appropriately in terms of methods, interpretation, applications and their ethical considerations.'

As part of the project, vendors working in the area are invited to submit their work for independent peer review, comparisons to identify emerging consensus and move toward the establishment of standards. Participating neuro-suppliers include Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense/decode, Sands Research, and Sensory Logic.

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF has more than 400 members including advertisers, ad agencies, associations, research firms and media companies, and is on the eeb at www.thearf.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.