Commissioning neuromarketing: what do practitioners need to consider?

User experience evaluation is key to improve products, services, and interfaces in terms of usability, effectiveness, and consumer satisfaction. The adoption of neuromarketing tools to support user experience evaluation promises various benefits to practitioners. At the same time, commissioning neuromarketing has often been met with scepticism by companies, sometimes generated by the lack of transparency or over-promise from the vendor side and by the lack of adequate knowledge from the buyer side. Prior studies propose some guidelines to solve these issues, however, the specific methodological steps that a vendor may follow to produce a relevant and scientifically robust outcome have not been fully addressed yet. This work presents an eight-step process that practitioners should look for in a vendor offering neuromarketing research for user-experience evaluation. Implications for both researchers and practitioners are discussed.