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ARF Announces Groundbreaking NeuroStandards Study

September 24, 2010

NEW YORK – September 24, 2010

The ARF today announced Engagement 3: NeuroStandards Collaboration, an unprecedented research project that will provide much-needed transparency about biometric and neurological research methods.

The pioneer study will be launched by Duane Varan, Ph.D., Director, Interactive Television Research Institute/ Executive Director, Murdoch University, Australia and CRO, The Disney Media and Advertising Lab at next week’s ARF NeuroStandards Advertising Week event on Tuesday, September 28. The event, open to ARF members and non-members, will be held at Bloomberg, 731 Lexington Avenue (between 58th and 59th Streets), 7 East, Multi-Purpose Room, New York, NY 10022, commencing at 12:30pm.

Biometric and neurological methods like Functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG) and facial coding have become increasingly popular in media and marketing research, but to date, no major validation studies have been conducted to properly assess neuroscience as it applies to media and advertising response. Different vendors use different techniques, and sometimes it is unclear what science is being used, whether science is being applied soundly, and whether biometric measures are even appropriate to the problem being addressed.

Project leader Dr. Varan said, “Biometric and Neuro methods open exciting new horizons for media and marketing research. Validation helps ensure that these are used appropriately in terms of methods, interpretation, applications and their ethical considerations. This is a ground-breaking project which we're excited to support.”

Engagement 3: NeuroStandards Collaboration presents an open invitation to all vendors in the neuroscience space to submit their work for independent peer review. Comparisons will be drawn across methods with the intention of identifying emerging consensus and moving toward establishing standards for biometric research.

Participating neuro-suppliers include Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense/decode, Sands Research, and Sensory Logic. Gold-Level advertiser and media sponsors include General Motors, Clorox, Hershey's, American Express, MillerCoors, Campbell Soup, Chase, Colgate-Palmolive, NBC, ESPN, Turner Broadcasting, and MTV Networks. Silver sponsors are still being recruited. Sponsors get to be a part of the process and will receive insider access to vendors and reports.

Horst Stipp, SVP, Strategic Insights & Innovation at NBC Universal, a Gold Sponsor of the initiative said, "For a company like NBC Universal, it is important to use the best methods available to understand the consumer. This project will help us identify the best features of these innovative methodologies."

Media Contact
Simone Moyle
ARF Marketing Manager

NeuroStandards Project Contact
Sheila Murphy Seles
ARF Research Project Manager

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