NEWS8 October 2010

Neuromarketing standards aim to bring much-needed ‘credibility’

US— Duane Varan, who is leading the Advertising Research Foundation’s initiative to develop standards for neuromarketing techniques, says he hopes the project will bring much-needed credibility to the field.

Speaking to Research, Varan said a lot of companies’ techniques were a ‘black box’, and that some sort of independent review process was required so that clients know what they are buying, and regulators don’t feel the need to restrict the practices.

Varan said there is a tension between the forces of sales and reserach in any organisation, but that “when you come from a research position, you welcome independent peer review”.

Read the full interview here.