The above video interview is from the Advertising Research Foundation annual conference. Register now for Audience Measurement 6.0 on June 13 – 14 in NYC.
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These 3 videos serve as a good neuromarketing primer for marketing and advertising professionals.
Delivering value in an evolving media landscape poses a real challenge for marketers.
Unconscious emotional responses drive consumer behaviors and can be measured with biometrics in a quantifiable way. The results are unique insights that add significant value beyond what traditional research methods are able to offer alone. What are the strategic and the tactical considerations needed to maximize the use of biometrics in your marketing program?
Kicking things off, in the above video, is Dr. Carl Marci, CEO of Innerscope, a media research firm that uses biomeasures to measure an audiences’ emotional engagement to any form of media stimulus. Innerscope is a vendor in the space.
Innerscope gave a few presentations at the Advertising Research Foundation conference in NYC. In my discussion with Dr. Marci we cover the research findings he presented at the conference. One presentation focused on social media and the power of shared news content. In the study, CNN & Innerscope organized groups of facebook influencers and their friends to determine whether the advertisements shown against a news article discovered through an “influencer” friend is more engaging than an advertisement seen against the same news article merely by stumbling across it.
Horst Stipp, The Advertising Research Foundation
Up next is Horst Stipp, formerly of NBC, and now EVP, Global Business Strategy, The ARF.
Horst shares the results of the first phase of the most extensive study ever of biometric measurement.
The Advertising Research Foundation (ARF) NeuroStandards Collaboration is the first study of its kind to conduct an independent peer review of neuro-and biometric market research. Horst describes the applications for various methods, explains which methods are suited to particular research needs, and presents best practices for evaluating neuromarketing methods.
Patrick Barwise, London Business School
Finally, Patrick Barwise, emeritus professor of management and marketing at London Business School, talks about the implications of biometrics and neuromarketing for marketers and brand advertisers.
Hopefully, by the time you’re done watching these videos, you’ll know the difference between eye tracking, measuring heart rate, skin sweat / respiration, facial recognition / facial coding, fmri, and eeg, and how each can help determine consumer engagement and emotional response to web sites, television programs, tv commercials, products in a retail store, and all sorts of other things.
Get your focus groups ready, strap on a biometric belt or headset, and get ready for the potential brand lift, ROI, and improved advertising potential that neuromarketing professionals say they can add as a complement to other advertising research methodologies.
And give me a pat on the back for getting every possible neuromarketing buzz word I could think of in one article 
