Next steps for corporate accreditation
The NMSBA Board has recently approved the introduction of a new class of corporate membership, specifically ‘Accredited Member’.
This is a new class of corporate membership (to be introduced Q2 2015) that entails an additional level of accreditation based on the scientific methodology that the company is offering as a part of its Neuromarketing services.
The evaluation of the neuromarketing methodology (or methodologies) will be conducted by the Accredited Membership Committee (AMC) that will comprise four persons appointed by the NMSBA Board. Details of the terms of the appointment, such as duration etc, are outlined in this document.
I believe that the AMC has the opportunity to play an important role in the maturation and wider acceptance of Neuromarketing. The Board invites NMSBA members to submit the name of one or two people who they think could make a contribution to the work of the AMC. The major criteria that the Board will be considering when it seeks to identify suitable potential AMC members include the following:
1. Important: Relevant academic training in areas of either, cognitive science or cognitive neuroscience with exposure to at least one of the neuromarketing techniques listed in 3 (below).
2. An advantage: Some exposure or experience in the fields of marketing, sales or market research.
3. Important: So as to avoid conflicts of interest, the nominees should not be offering neuromarketing commercial services. In this case, neuromarketing commercial services are defined as those that utilize one or more of the following methodologies:
- functional Magnetic Resonance Imaging (fMRI)
- Electroencephalography (EEG)
- Steady State Topography (SST)
- Near Infra-Red Spectroscopy (NIRS)
- Implicit Association Tests and other reaction time based tests of unconscious preference.
- Biometric measures including, Galvanic Skin Response, heart rate, respiration, body movements and pupillometry).
As indicated, criteria 1 and 3 are important while criterion 2 is an advantage but not critical. While desirable, it is not necessary for the person nominated to be a member of the NMSBA.
As Chairman of the Board, I would invite members to give some consideration to the task of identifying potential members of the AMC. Please submit your suggestions to Carla Nagel by no later than Dec 1, 2014. When submitting names, please appropriate contact details so that the NMSBA can communicate directly with the potential AMC member.
With my regards,
Professor Emeritus Richard Silberstein
Chairman, NMSBA Advisory Board