Academic Principles Add Consistency to Neuro Research

Summary

A recurring criticism of neuromarketing research is that the methods involved suffer from inconsistencies which can make results unreliable. Here’s a potential solution: a framework grounded in academic principles that practitioners and scholars can build on to improve consistency and validation without having to reinvent the wheel. The article details three “necessary” first steps:

• distinguish among various types of research;
• create a research nomenclature; and
• set a higher formal industry standard for conducting research.

These three steps “are in no way to be seen as sufficient to create a valid neuromarketing and consumer neuroscience discipline,” the author wrote. “They may serve as a foundation and even a roadmap, but more steps should be considered, [including] an organizational leverage through [for example] the ARF, the NMSBA, and ESOMAR.”