Consumer Neuroscience

We worked with Sands a number of years ago, they pass this along:

Sands Research is a leader in EEG and Eye-tracking studies in advertising, market research and product design, research & development.  www.sandsresearch.com

University of Memphis Study from the Journal of Advertising Research:
"For decades, USA Today has enjoyed day-after dominance in the community of marketers with its Ad Meter ratings. Using panel-based methodology, the daily newspaper has enjoyed the reputation of being the go-to source of which advertisers made the tightest connection with viewers of America's most-watched television event, the Super Bowl. But neurological measures may be even more effective in predicting consumer engagement with major media events..."

Neuroscience Methodologies

Innerscope's methodology page.    Nicely done summary of neuromarketing techniques.   They were just acquired by Nielsen.

Also, very late to this, but discovered through another look at the technology players,  Sands Research and Neurons Inc. have merged.   We worked with Sands Research for some time.  More about Neurons Inc.

Super Bowl Neuromarketing Study

Neurorelay summarizes the yearly Sands Research Super Bowl advertisement study.   Well done overview of method and results.  A few years ago I had a chance to statistically compare their results to TV tracking studies and found reasonable but not remarkable correlation.  No surprises.  So the results were confirming but did not necessarily provide useful surprises in this case.  Surprising results, that can be used with trust are what companies are looking for

Sands Partners with NVISO

Just announced.  A natural interaction capability for neuromarketing work.  Surprised it it not more often done. Directly linking facial imaging with neuroscience technology. With emotion analysis. Taking that mobile is a further plus.

Neuroscience Shopper Engagements

Ron Wright of Sands Research Writes to me:

Lily Glick was the lead on the POPAI Shopper Engagement Study and we throughly enjoyed working with her on this project.  She has put together an informative white paper and thought you would find it of interest.  We are seeing significant growth in consumer neuroscience studies for the retail environment and would love to work with you on any projects.  (We like the term consumer neuroscience better than "neuromarketing").  She has a link on her website if you want to share with your readers:   Paper Here.

Neuromarketing Standards Draft

Sent along by Ron Wright of Sands Research:

Thank you for attending the Advertising Week NeuroMarketing Forum!

As promised, we are sending you the ARF's white paper summarizing the findings and recommendations from our NeuroStandards Collaboration Project. (This is a pre-production version; a bound, printed version will be available later.)

As you will see in the attached draft of the NeuroMarketing White Paper, the findings are encouraging for the future of neuromarketing as a major player in the advertising research portfolio of any major company. While there are clearly debates to be resolved and additional progress that is needed, we believe three things are certain:

• Measuring the emotional and unconscious response to advertising is imperative in order to drive effective advertising.
• Traditional advertising research methods are simply not going to give us the insights needed to address these decisive factors in consumer choice.
• Neuromarketing methods already offer excellent capabilities in understanding emotional arousal and getting around cognitive biases like "social desirability," and some provide promising capabilities in assessing sentiment (valence), desire, and memory encoding.  

To be sure, a lot of the same considerations that we face in traditional research are no less relevant for neuromarketing studies, when they are to be used as quantitative research: sample size/statistical confidence, the value of experimental design, etc. But, even if large sample sizes are simply not economically or logistically feasible, we should also not be afraid to use neuromarketing techniques qualitatively and early in the creative process. The rewards will quickly become apparent.

Now we move on to phase 2 of NeuroStandards, “How Advertising Works Today” (a.k.a., Neuro 2.0). If the ultimate goal of advertising research is to increase the productivity of advertising investments, quantitative ad research measures with predictive validity across a broad range of products and services are a must. The need for this is as great for traditional measures as it is for the newer ones. The ARF’s “Copy Research Validity Project” published in 1991 was a path-breaking first step in this direction.  But with our new insights about emotion and the emergence of new research options for understanding it, it’s time for a new, robust, comprehensive, definitive evaluation of predictive validity for traditional, neuromarketing, and other “implicit” approaches. That’s what “How Advertising Works Today” (a.k.a. Neuro 2.0) is all about. The first Forum will be on December 7, more information will soon be on the ARF website.
  
Many thanks for your interest in and support of the ARF and NeuroStandards ....