The questions, compiled by Esomar alongside a team of market research and neuroscience experts, are intended to help “buyers ensure they are using the correct neuroscience tool for their research purpose while helping providers of neuroscience tools meet the needs of their clients”.

Questions are grouped into nine categories, including: technique portfolio, specific tools and metrics, portability, sample source and composition, data quality and validity, and policies and compliances.

The guide also contains a brief outline of the main neuromarketing techniques. Read it online here.