First Neuroscience Firm Gets ARF Validation

In the US, Innerscope Research has become the first neuroscience-based biometric company to be validated by the Advertising Research Foundation's (ARF) research review process.

Through its formal review, the ARF concluded that Innerscope 'excels in all areas of evaluation' and offers 'superb services' to clients wishing to better understand and measure the emotional side of advertising and marketing.

Innerscope biometrically measures consumers' unconscious emotional response at all stages of the product marketing cycle and for all types of media. These measures are captured with a lightweight, wireless vest that monitors skin sweat, heart rate, respiration and movement, often in combination with eye tracking technology.

'It's important for the ARF to analyze and understand new tools and methodologies in order to educate our members and serve as a resource to the industry as a whole,' said Dr Raymond Pettit, the ARF's SVP of Research and Standards. 'We found that Innerscope supports advertisers across product types and industry categories with a well-developed program of research and validation.'

Innerscope Research co-founder and CEO Dr Carl Marci said he is 'thrilled and honored' to be the first neuromarketing firm validated by the ARF.

Web site: www.innerscope.com and www.thearf.org .