On streamlining data reporting and data sharing practices for promoting research reproducibility in screen-based neuromarketing studies

This paper highlights the importance of standardization in data reporting and data sharing principles in screen-based experiments, from a technical perspective. By focusing on EEG and ET studies, we analyse the reasons that may cause cross-study inconsistencies, hinder research reproducibility and thus limit the potential impact of each research study. To address those issues, we propose a set of guidelines that can serve as a baseline for streamlining neuromarketing studies, including practical advice for improving data reporting and providing incentives for full open data sharing. These guidelines include a detailed list of how experimental conditions should be reported, what type of variables should be extracted, what naming conventions should be used and how these data could be shared. These guidelines can serve as a checklist for almost any ET and EEG-related marketing studies.