Best practices of neurophysiological data collection for media message evaluation in social campaigns

Abstract

Cognitive neuroscience techniques have become a great complement to traditional methods in marketing research. However, many difficulties have arisen, such as the collection of reliable data, processing and proper analysis. The paper presents good practices of collecting neurophysiological data for the evaluation of media messages in social campaigns. For this purpose, the most common difficulties during signal recording for devices such as EEG, GSR, HR, Eye Tracker were identified. The problems that arose were assigned to three main groups that could be affected, i.e.the examing person, the examing enviroment and the examing equipment. In the final stage, solutions were proposed to reduce or eliminate them.