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The ARF's neurostandards collaboation project


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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.

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The ARF's neurostandards collaboation project

  1. 1. <ul><li>Initial Findings and Recommendations </li></ul>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 <ul><li>Background </li></ul><ul><ul><li>Growing popularity of “NeuroMarketing” </li></ul></ul><ul><ul><li>Great promise – great concern </li></ul></ul><ul><ul><ul><li>How much is science? How much is “art”? </li></ul></ul></ul><ul><ul><li>ARF Mission : new insights, leadership on critical research issues, independent analysis, help develop best practices and standards </li></ul></ul>
  3. 4. Objective
  4. 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
  5. 6. Sponsors
  6. 7. Sponsors
  7. 8. Research Suppliers
  8. 9. NeuroStandards Study Design * Note: Study not designed to reveal optimal insights on each commercial
  9. 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