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Neuro standards project sponsor feedback

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At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, Richard Thorogood-Director of Strategic Insights and Analytics for Colgate Palmolive presented sponsor feedback on the ...

At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, Richard Thorogood-Director of Strategic Insights and Analytics for Colgate Palmolive presented sponsor feedback on the NeuroStandards Collaboration Project

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Neuro standards project sponsor feedback Neuro standards project sponsor feedback Presentation Transcript

    • Sponsor Feedback
    NeuroStandards Project Richard Thorogood Director of Strategic Insights & Analytics Colgate Palmolive
  • Introduction
    • People say No…but then they do Yes.
      • Understanding human decision making is complex
      • Explosion in NeuroScience tools in last few years
    • Great that ARF has led an independent review
    • And…great that 8 Vendors stepped up to have their applications reviewed
    • Colgate has experimented with tools around the world and is keen sponsor of the initiative
  • Seeing is Believing
  • VIDEO
  • TVC Feedback – Reinforced Learning
    • Generally all vendors thought the TVC was “good”
      • But the reasons for “Good” varied
    • Several identified “Germ Scan” as providing “response”
      • Some thought good, some bad
    • About half identified “12 Hour” working well
      • But half didn’t
  • TVC Feedback – Different Learning
    • Most suggested branding would be good
      • Initial in-market data suggested otherwise
    • Opening “what did you brush with” seen by several as too challenging
      • But other said characters were warm and appealing
      • No-one contextualized with comments vs. Brooke Shields
  • Feedback for Vendors
    • Many new measures
      • Challenging to compare across vendors
      • Challenging to comprehend some of the language
    • Lot of passion for “their” approach
      • Some approaches easier to “grasp” than others
    • Most “validated” and often have “Academic” endorsers
      • Without Ph.D in appropriate area, how to confirm validity?
  • General Thoughts
    • Highly interpretive – Possibly & Likely often used
    • Reports often lengthy/unfocused
    • Recommendations often push “theory”
      • eg use Music
    • Individuals not always “communication” experts
      • Ph.D in NeuroScience, not advertising
    • Some tools have no real scalability or restricted to static location
  • Communication is a Story
    • NeuroScience can take 100s of measures per second
    • It can collect data from 100s of different receptors
    • However communication is like a good story – so much more than a sequence of individual words
      • Remember what the forest looks like, not each individual tree
  • What Next?
    • New tools cannot 100% replace conventional
    • Need greater “research / business” acumen
      • Research/Agency partnerships?
    • May be best suited to “uncomfortable” areas of inquiry or very low involvement areas?
    • Work with one vendor to help them know your business
    • Still Art & Interpretation
      • No “E=MC2” type equation!
  • NeuroStandards Collaboration Project Report
  • ARF Insights Overview
    • NeuroMarketing Potential
      • New detailed data on attention/involvement and emotional reactions
      • Successful applications in marketing
    • NeuroMarketing Limitations
      • New, still developing field
      • Science does not provide conclusive evidence about many research objectives – interpretation needed
      • More validation through application of neuroscience recommended
      • Need to develop standards
  • NeuroStandards for Research Users
    • Use neurological/biometric methods as part of research program
    • Choose appropriate method given research objective, examine strengths and weaknesses of methods
    • Remember even findings based on science contain elements of interpretation
    • Examine sample size/quality, statistical significance, etc. – as in all other studies
  •  
  • 1. WHITE PAPER
  • 2. NeuroStandards Forum
  • 3. NeuroStandards 2.0
  • 4. Expert Review Network
  • Closing Remarks
  •