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Innerscope Research Becomes First Neuroscience-Based Biometric Company Validated by Advertising Research Foundation Research Review

November 3, 2009

BOSTON – November 3, 2009

Todd Graff | | 617.412.4000
Jenna Browning | | 617.412.4000

BOSTON November 3, 2009

Innerscope Research™, the measurement leader in biometric insights for media and marketing companies, announced today that it is the first neuroscience-based biometric company validated by the Advertising Research Foundation’s (ARF) research review process.

Through the comprehensive formal research review, the ARF concluded that Innerscope “excels in all areas of our evaluation” and is “primed to offer superb services to clients wishing to better understand and measure the emotional side of advertising and marketing.” The full review is available upon request at

“We’re thrilled and honored to be the first neuromarketing firm validated by the ARF,” said Dr. Carl Marci, CEO and co-founder of Innerscope Research. “As advertisers demand more accurate, insightful media research, having a deep understanding of emotions is critical. Our methodology can be used to understand how consumers’ experience will influence what they say and do, as well as the likelihood that they will purchase or recommend a product.”

Innerscope biometrically measures consumers’ unconscious emotional response where it occurs and when it occurs, 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. Patent-pending measures of intensity and synchrony are condensed and analyzed to determine moment-by-moment, as well as overall, emotional engagement.

The ARF’s research review noted that Innerscope brings a unique scientific pedigree to the marketing and advertising industries. It also highlighted validity testing as a part of Innerscope’s core practice. In addition, the ARF found that Innerscope:

  • Addresses all levels of impact and response to media with its capabilities;
  • Combines well-developed, biological-psychological concepts and theories with both scientifically-validated tools and creative approaches to research problems;
  • Delivers “superb” scientific and analytic expertise, with a scientific approach that supports a consistent, thorough validation program;
  • Provides results that are reliable and valid, helping clients to make proper advertising and marketing decisions; and
  • Possesses tools and methods that can be used for any communication element, including hard-to-measure areas such as product placement, ads in video games and social media.

“We are very impressed with the depth and strength of Innerscope’s internal research,’’ said Dr. Raymond Pettit, the ARF’s Senior VP, Research and Standards. “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. We found that Innerscope supports its benefits to advertisers across product types and industry categories with a well-developed program of research and validation.”

While the ARF periodically conducts similar reviews of other industry tools and technologies, the results of Innerscope’s review in particular further validate the importance of unconscious measures of emotional engagement in evaluating creative executions.

These emotional engagement measures are important to advertisers because scientific studies increasingly show that emotions are a primary driver of behavior, playing a key role in the information people remember and the attitudes they form.

About Innerscope Research™
Innerscope Research™ is dedicated to solving difficult market research questions by measuring and analyzing unconscious emotional responses to media. With its breakthrough Biometric Monitoring System™, Innerscope accurately predicts consumer behaviors, providing Fortune 100 companies with an unprecedented level of consumer insight. Founded by Harvard and MIT scientists, Innerscope leverages the latest advances in biometrics, neuroscience and eye tracking to measure moment-to-moment emotional engagement, the primary driver of behavior and choice. For more information, visit

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18

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