Putting neuroscience to a practical test

This paper details the progress of the ARF's NeuroStandards Collaboration Project, designed to assess the scientific validity of competing neuromarketing research methodologies.

Putting neuroscience to a practical test

Geoffrey Precourt Warc

Marketing research isn't brain science. Or is it?

For years, the application of neuroscience as a tool to determine just the stickiness of a piece of communications has been a point of controversy and contention. First, there's the implicit (but rarely formally expressed) mumbo-jumbo aspect of what has all the trappings of science but none of the absolute certitude. Complicating the issue is the variety of service offerings - each peddling different cranial spins and most claiming superiority over their competitors.

The Advertising Research Foundation (ARF) is somewhat kinder in...

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