This makes great sense, it is overdue that this is looked at closely to try to produce useful standards. Sands Research pointed this out to me.
Eight firms to take part in ARF neuroscience validation study
The Advertising Research Foundation is about to put the science behind neuromarketing research on trial.
Innerscope, Mindlab International, Neurosense and Sands Research are among eight companies who have agreed to submit their work for peer review.
The ARF says neurological and biometric research methods have become popular in media and marketing research but “no major validation studies have been conducted to properly assess neuroscience as it applies to media and advertising response”. ..... "
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