The ARF's neurostandards collaboation project

  • 403 views
Uploaded on

At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, Dr. Horst Stipp-EVP Global Business Strategy for the ARF, Richard Thorogood-Director of Strategic Insights and Analytics …

At the Advertising Research Foundation’s (ARF) 2011 Annual re:think convention, Dr. Horst Stipp-EVP Global Business Strategy for the ARF, Richard Thorogood-Director of Strategic Insights and Analytics for Colgate Palmolive, and Dr. Duane Varan-CRO of Disney Media and Advertising Lab presented their initial finding in the NeuroStandards Collaboration Project.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
403
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1.
    • Initial Findings and Recommendations
    The ARF’s NeuroStandards Collaboration Project Dr. Horst Stipp EVP, Global Business Strategy Advertising Research Foundation Richard Thorogood Director of Strategic Insights & Analytics Colgate Palmolive Dr. Duane Varan CRO Disney Media and Advertising Lab
  • 2.  
  • 3. NeuroStandards Collaboration
    • Background
      • Growing popularity of “NeuroMarketing”
      • Great promise – great concern
        • How much is science? How much is “art”?
      • ARF Mission : new insights, leadership on critical research issues, independent analysis, help develop best practices and standards
  • 4. Objective
  • 5. The Challenge Any sufficiently advanced technology is indistinguishable from magic. -Arthur C. Clarke But by its very nature, science MUST be distinguishable from magic. -Duane’s Reply
  • 6. Sponsors
  • 7. Sponsors
  • 8. Research Suppliers
  • 9. NeuroStandards Study Design * Note: Study not designed to reveal optimal insights on each commercial
  • 10. Review Process Subject Matter Experts Facial Coding Experts Biometric Experts EEG Experts fMRI Experts Marketing Experts Senior Review Panel Dr. Horst Stipp (Chair) Dr. Paddy Barwise Dr. Chris Chabris Dr. Annie Lang Dr. Rene Weber Research Retreat Research Vendors Research Sponsors Senior Review Panel