In New York, trade body the Advertising Research Foundation has launched a new initiative called the ARF Attention Validation Project, which aims to 'inform the market' about the workings of different attention measurement solutions and the extent of their replicability and 'convergent validity'.
The association, which has more than 400 members from advertisers, agencies, research firms and media tech specialists, unveiled the project during its Attention 2022 event in Brooklyn, NY, which is focused on 'moving attention metrics from the laboratory into field applications'. Initially an Advisory Group, comprising buyers of attention / emotion measurement solutions and independent experts in subjects including media measurement and cognitive psychology, will help to design and scope the project and decide on the questions to be posed to participating vendors.
In this second stage, companies offering attention and emotion measurement will be asked to analyze a common set of ad or program content, and the ARF will compare the results with those from classic lab-based neurometric measures. Its output will include a final report with best practice recommendations, proposed standards for adoption by auditing organizations such as the MRC, and a list of key questions to help buyers assess prospective vendors.
Three specific areas to be addressed are:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.