NeuroFocus’s Noble goes it alone as neuro adviser

Noble said that he left Nielsen-owned NeuroFocus after reaching a “mutual agreement” and will now focus on helping clients pick the right neuro technology to answer their business questions. “My thrust is primarily on the practical application of these techniques as opposed to the theory and science itself,” he added.

He will offer clients education, orientation, immersion training sessions and help with using the results of any neuroscience-related projects, such as eye-tracking and facial decoding.

Noble said that there was “renewed momentum” among clients wanting to use neuroscience in their projects but that at the same time there was “a lot of confusion and excitement around the subject”.

He was previously managing director of Neuroco, which was bought by NeuroFocus in early 2009.