NeuroFocus Publishes Neuromarketing Standards

US-based NeuroFocus is to publish 'NeuroStandards', a set of principles for conducting EEG-based, full-brain measurements as part of market research studies.

Just last week, America's ARF announced it was launching a major project examining biometric and neurological research methods, with the aim of providing 'much-needed transparency' in the emerging area and setting a baseline for the establishment of standards.

Nielsen-sponsored NeuroFocus applies brainwave, eye-tracking and skin conductance measurements to track how the human brain processes stimuli from advertising, branding, packaging, pricing and product design.

The firm says its new 'NeuroStandards' principles are based on 'universally-accepted pillars' in the academic, scientific and business communities; standards established by institutional review boards in the medical/neuroscience fields; and Six Sigma and Total Quality Management principles and practices.

Developed in collaboration with the firm's Advisory Board, the standards aim to provide those responsible for market research projects with the 'highest possible quality criteria' for designing and conducting neuromarketing studies - including those for safeguarding consumer rights and data.

'As the industry leader, we believe that we have a special responsibility for establishing and adhering to strict, medical-grade standards,' states CEO Dr A.K. Pradeep. 'NeuroStandards represent the most reliable guidelines and practices, developed by applying the highest and most stringent criteria used in neuroscience laboratories worldwide.'

Web site: www.neurofocus.com .