Nielsen uses its brain for NeuroFocus investment
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US-- The Nielsen Company has made a strategic investment in neuromarketing researcher NeuroFocus, with a view to developing new forms of measurement and enhancing Nielsen's existing offerings.
NeuroFocus's methods include using a baseball cap equipped with sensors to track brain responses as research participants interact with advertising or marketing materials. The system uses electroencephalography (EEG) technology to measure attention, engagement and memory retention.
The California-based firm also uses eye-tracking and skin conductance measures to gauge the effectiveness of advertising, branding and product design.
NeuroFocus's techniques will be used at Nielsen's Digital Labs research centres in Las Vegas and Los Angeles. Nielsen's CEO David Calhoun joins the board of NeuroFocus as part of the deal.
Susan Whiting, executive vice president of Nielsen, said: “This alliance will enable us to gather truly unique insights about consumers' attitudes and behaviour about which they themselves may not even be fully aware and will complement our other measures of consumer behaviour.”
Author: Robert Bain
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