How to Ensure the Quality of Neuro Measurements?
Thursday March 14, 09:45 am - Main Stage
Neuromarketing research can be a powerful method to measure the cognitive processes driving ad effectiveness. However, the high-dimensional datasets these methods produce also poses a serious risk; there may be hundreds or thousands of reasonable alternative approaches to analyzing the same data, and no clear standards for quality of measurement which makes the generation of false-positive findings highly likely.
Following the example of the field of psychometrics and econometrics, there is an urgent need for something we could call consumer neurometrics: the objective measurement of the effect of advertising and other marketing material in its context on consumers, focusing on the theory and techniques of measurement.
In this talk, on the main stage of the Neuromarketing World Forum, Facebook's Ingrid Nieuwenhuis lays out the practical and comprehensive approach Facebook's Center for Marketing Science Innovation has taken to assess the reproducibility and validity of neuromarketing work. They have constructed a framework to quantify reliability and used it to assess the research they have conducted with their research partners. In addition, Facebook started validating neuromarketing measuring memory in feed based fast presented advertising.
What the audience can learn:
Objective of this talk is to give both clients and researchers performing neuromarketing research new insights into how to assess reliability and validity of their work.
Clients of neuromarketing research can often get confused in terms of contents, measures, methods, metrics and legitimacy of claims, especially if they are lacking expertise within their organization. This talk and Facebook's efforts for more validity helps them to take away this uncertainty about the results.
Thursday March 14, 09:45 am - Main Stage
Neuromarketing research can be a powerful method to measure the cognitive processes driving ad effectiveness. However, the high-dimensional datasets these methods produce also poses a serious risk; there may be hundreds or thousands of reasonable alternative approaches to analyzing the same data, and no clear standards for quality of measurement which makes the generation of false-positive findings highly likely.
Following the example of the field of psychometrics and econometrics, there is an urgent need for something we could call consumer neurometrics: the objective measurement of the effect of advertising and other marketing material in its context on consumers, focusing on the theory and techniques of measurement.
In this talk, on the main stage of the Neuromarketing World Forum, Facebook's Ingrid Nieuwenhuis lays out the practical and comprehensive approach Facebook's Center for Marketing Science Innovation has taken to assess the reproducibility and validity of neuromarketing work. They have constructed a framework to quantify reliability and used it to assess the research they have conducted with their research partners. In addition, Facebook started validating neuromarketing measuring memory in feed based fast presented advertising.
What the audience can learn:
Objective of this talk is to give both clients and researchers performing neuromarketing research new insights into how to assess reliability and validity of their work.
Clients of neuromarketing research can often get confused in terms of contents, measures, methods, metrics and legitimacy of claims, especially if they are lacking expertise within their organization. This talk and Facebook's efforts for more validity helps them to take away this uncertainty about the results.