Part IV - The Challenge of Selling Biometrics In

The panelists offer perspective on the challenges they have faced while working to sell the use of biometrics into their own organizations.

Proof of academic validation, empiric validation, and scalability are key factors in convincing large companies with lots of existing process to engage with new technology and research approaches. The Intuit research team started with an online biometric research project that led to strong in market results, which helped gain buy in internally to branch over into television ad testing. As more biometric research is conducted over time, databases with extensive historical data will naturally evolve and be available for use -- addressing a need expressed by multiple panelists for comparative benchmarks.

Once the projects and research are sold in, it is also important to plan for internal education, especially when the research will be put into the hands of a sales team. While companies learn the language of emotion, biometrics, and neuroscience, Innerscope is honing its understanding of the language of media and marketing.




Panelists: Sebastien Lyon, Mars Petcare; Stacey Schulman, Turner Broadcasting; Maria Scott, Intuit; Libby Neuner, Invista

Hosts: Brian Levine and Dr. Carl Marci, Innerscope Research

Video recording from "Biometrics Deliver Value for Brands: Real Users Share Their Insights" held at ARF Re:think 2011.

Category:

Science & Technology

Tags:

• neuromarketing
• research
• biometrics
• media
• advertising