Finn Raben: Neuroscience…. Science? Magic? Or Black Arts?

On September 4, 2012
Fin Raben

Finn Raben

The first Neuromarketing World Forum 2012 (Amsterdam) gathered around 100 people interested in neuromarketing from an academic or business point of view, from top neuroscientific researchers to commercial parties that discussed the key challenges and opportunities of using neuromarketing tools to enhance and add value to market research.
Thanks to Neuromarketing Science & Business Association, this is the 7th released video material of the Neuromarketing World Forum 2012 (the first one included the presentation of Professor Richard Silberstein on Messages to the long-term memory of the audience, the second one was Dr. Stephen Sands on Recording Brain Waves at the Supermarket, the third was Christophe Morin‘s presentation on Neuromarketing Ethics, the fourth one was Prof. Dr. Ale Smidts‘s presentation on The Future of Neuromarketing, the fifth one was from Cristina de Balanzo and Professor Rafal Ohme on Enriching consumers feedback and the sixth was the presentation of Professor Mariano Alcañiz on Emomarketing – Mixed Realities and Neuromarketing. You can watch below the video of Finn Raben (Director General of ESOMAR) presentation on Neuroscience….Science? Magic? Or Black Arts?
Finn Raben’s presentation looked at putting neuroscience in the context of a traditional industry like market research. He also showed how ESOMAR (the essential organization for encouraging, advancing and elevating market research worldwide) is helping the industry to engage with neuroscience.
Neuro... Science

Neuro… Science

After presenting a short history of neuroscience, biometrics and market research, Mr. Raben also shared with us the 36 Questions to help Commission Neuroscience Research (that were presented in a post on NeuroRelay: ESOMAR Publishes White Paper to Help Commission Neuroscience Research), a set of questions which will 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 (providing also the possible answers for each question). They developed this set of questions, divided into 9 sections: company profile, technique portofolio, specific tools and metrics, portability, sample size, sample source and composition, statistical analysis and database comparisons, data quality and validity, policies and compliances. The documents also provides information on technology, procedure and aim for each tool used in neuromarketing research (electroencephalography, eye tracking, facial coding, functional magnetic resonance imaging, heart rate, implicit association tests, magnetic resonance imaging, motion, respiratory rate, skin conductance response / galvanic skin response, voice pitch analysis, magnetoencephalography).

One Response to “Finn Raben: Neuroscience…. Science? Magic? Or Black Arts?”

  • Finn Raben’s opening statement on 4 types of pain i.e. cost, timing, relevancy and reliability triggered me to sit thru the entire video. However, personally I found it hard to absorb the video in its entirety. Firstly his promise to ‘come back on these 4 categories’ is not kept. Secondly nowhere in his presentation does he answer the presentation’s intriguing question. Finally when reading the ESOMAR document with questions to secure better neuromarketing services there seems little of new value to the ‘hygiene’ aspects listed. Or am I overlooking some other value to this presentation?

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