Setting Neurostandards?

The Advertising Research Foundation recently held a conference in NYC on setting standards for testing advertising using neuroscience tools such as fMRI and EEG. Participant research firms included Innerscope, Mindlab International, MSW/LAB, Neurocompass, NeuroInsight, Neurosense, Sands Research, and Sensory Logic. These companies represent a new wave of firms moving into this still controversial field of consumer neuroscience. Hopefully a communication between neuroeconomics researchers and practitioners in this field will result!