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36 Questions to Help Commission Neuroscience Research CONTENTS | 1 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH World Research Resource 2 | WORLd Research COdes ANd GUIdelines ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide. With over 4,900 members in over 130 countries, ESOMAR serves as a bridge between global and local insight and knowledge. All ESOMAR members agree to abide by the ICC/ESOMAR International Code on Market and Social Research, which has been endorsed by major national and international professional bodies. ESOMAR was founded in 1948. ABOUT ESOMAR MEMBERSHIP ESOMAR is open to everyone, all over the world, who believes that high quality research improves the way businesses make decisions. Our members are active in a wide range of industries and come from a variety of professional backgrounds, including research, marketing, advertising and media. Membership benefits include the right to be listed in the ESOMAR directories of Research Organisations and to use the ESOMAR Membership mark, plus access to a range of publications (either free of charge or with discount) and registration to all standard events, including the Annual Congress, at preferential Members’ rates. Members have the opportunity to attend and speak at conferences or take part in workshops. At all events the emphasis is on exchanging ideas, learning about latest developments and best practice and networking with other professionals in marketing, advertising and research. CONGRESS is our flagship event, attracting over 1,000 people, with a full programme of original papers and keynote speakers, plus a highly successful trade exhibition. Full details on the latest membership benefits are available online at www.esomar.org. 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH | 3 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH Following the ESOMAR Neuroscience COMPANY PROFILE seminar in June of 2011, it became clear that ESOMAR has a role to play in help- 1. What experience does your company ing the Neuroscience area of research have with providing market research to grow and flourish in the years to using neuroscience techniques? come. Alongside a team of experts we The answer to this question might help believe that this can best be achieved by you form an opinion about the relevant producing a set of questions. In essence experience of the provider. How many the “36 questions to help commission years has the company been providing neuroscience research” is a set of ques- market research using neuroscience tions which will help buyers ensure they techniques? How many projects have are using the correct neuroscience tool they carried out? How many partici- for their research purpose while helping pants/respondents have been involved? providers of neuroscience tools meet the needs of their clients. 2. What experience/education does your team have with using neuro- science techniques in general? What is their experience with using these techniques for market research purposes? Use this question to establish how many staff with the relevant academic qualifi- cations this company has. What are their academic qualifications? Have they published any relevant papers/articles? What is their experience with neuro- science in general, and with neuroscience for market research in particular? What is their role within the company – are they 4 | WORLd Research COdes ANd GUIdelines primarily involved with R&d, or do they 5. What experience/education does participate in a hands-on way with market your team have with market research research? do they have the support of in general? qualified and experienced market research Here you should focus on the market professionals on projects? research expertise within the company. What market research qualifications and 3. What types of industries does your experience do the key personnel working company focus on (e.g. advertising, on projects have? How long have they been FMCG, etc.)? involved in market research? Have they Use this question to find out whether the presented any relevant papers or published provider has experience in a sector relevant articles? Are they members of ESOMAR or to you. Ask whether any existing clients are relevant local market research organi- willing to provide references/testimonials. sations? What market research codes of Are there case histories that can be conduct do they adhere to? shared, or papers in the public domain? 4. What experience does your TECHNIQUE PORTFOLIO company have in providing market research in general? 6. Which neuroscience techniques Again, this question should be answered does your company use for market by number of years and/or number of research? (*See annex for a list of projects. Note that if this company has techniques with an explanation of been set up solely to provide market each technique.) research using neuroscience techniques, Advances in bio-/neurometrics provide a then the answer will be the same as for wide array of measurement tools which Q1. If this is a general market research are evolving to focus on varying aspects of company which has moved into neuro- consumer response to marketing stimuli. science, then the total experience of the Some of the techniques include EEG, company is relevant. GSR, facial coding, fMRI, eye tracking, etc. 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH | 5 Moreover, there are differing defini- neuromarketing research, some provide a tions, depending on the provider, of what combination of traditional and neuromarket- is being measured. For example, two ing research either directly, with partners companies may offer EEG, but provide or through third parties. The answer to this different metrics derived from EEG. question will let you know what types of research are available The answer to this question will clarify which techniques, technologies and 8. If you provide both neuroscience methodologies the provider intends to use and traditional techniques, when do and why. The answer should address you recommend using which? why the recommended techniques The answer to this question should are best suited to meet a given study’s explain when neuroscience would provide research objectives. the answers a client is looking for, when traditional research would be a better It should also be noted that neuroscience option, and when a combination of neuro- and neuromarketing research are rapidly science and traditional research is called evolving. This means that additional tech- for. The response should help clarify the niques and methodologies may emerge philosophical perspective of the provider. over time. The list below is not exhaustive. 7. What other “traditional” market SPECIFIC TOOLS ANd METRICS research techniques, if any, does your company provide? 9. Which specific neuroscience Bio-/neurometrics are new tools that measures or metrics do you provide expand marketing insights, but do not (e.g. emotional engagement, cognition, necessarily replace all learning provided memory encoding/recall, comprehen- by traditional research methods such sion, etc.)? as survey, qualitative and behavioural The answer should provide a full list of response. Some companies offer only metrics offered by the provider, with a 6 | WORLd Research COdes ANd GUIdelines clear definition and explanation of why and published? In doing so, it should each metric is important. Please note: provide the client with confidence for Terms that are common in marketing the legitimate application of all three to parlance may have a specific meaning marketing research. when used in neuromarketing research. In addition, the definitions of various 11. Which, if any, of your techniques terms may differ among neuromarket- deal with the measurement of emo- ing research providers (e.g. engagement tion, and to what degree? is a commonly used but not uniformly The answer to this question will tell you defined term, and different researchers how a provider defines and measures measure it differently). The answer to emotions in their research, and what this question will simplify the comparison you can expect in terms of deliverables/ of neuromarketing research providers in insights in this area. For example, does the market, help prevent misunderstand- one metric serve as an umbrella for the ings, and reveal instances of differentia- others or do they all have equal mag- tion that may inform the client’s decision nitude? Will the techniques show the making. You should encourage a level of intensity of emotional response? Will the response that meets your interests and metrics show an overall level of emo- needs (e.g. highly technical vs. high level tions or do they distinguish between summary). positive and negative emotions? Will the techniques provide you with detailed 10. What is the scientific background emotions (e.g. distinguish between for the validity of your technology, angry and scared, happy and excited)? methods and metrics? Will the metrics show which specific The answer to this question should pro- element(s) of advertising/product elic- vide an explanation of the scientific basis ited an emotional response? What other for the provider’s research technology, insights regarding emotional response methodology and metrics. For example will be provided? have their methods been peer reviewed 36 QUESTIONS TO HELP COMMISSION NEUROSCIENCE RESEARCH | 7 12. Which, if any, of your techniques What other insights regarding attention deal with memory, and to what degree? will be provided? The answer to this question will tell you if/how
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