Due to the lack of widely accepted accepted conventions across studies in variables and measures, and limited raw data sharing, research reproducibility and feature exploitation of sensor data is hindered. In our paper, co-authored by the University of Antwerp and our colleagues in the Center of Research & Technology Thessaloniki (CERTH), we discuss the technological limitations of Eye-tracking (ET) and Electroengephalogram (EEG) sensors in neuromarketing studies, pinpoint underdiscussed reasons for cross-study inconsistencies, that hinder
research reproducibility, highlight the importance of standardization in data reporting and provide further incentives for raw data sharing, and propose a set of good data reporting practices that may be adopted in ET and EEG marketing studies by researchers, or be used as a “checklist” by reviewers and journal editors.
Vasileios Mygdalis, Vangelis P. Oikonomou, Kostas Georgiadis, Fotis P. Kalaganis, Spiros Nikolopoulos, Ioannis Kompatsiaris and Nathalie Dens, “On streamlining data reporting and data sharing practices for promoting research reproducibility in screen-based neuromarketing studies”, in International Conference on Research in Advertising (ICORIA), Thessaloniki, Greece, 2024 (author preprint) (presentation)