NeuroFocus will become part of Nielsen’s product innovation practice, the firm said, and will continue to be led by its existing CEO and founder AK Pradeep (pictured).

Terms of the deal were not disclosed.

MediaPost reported last week that Nielsen had agreed to acquire the company after WPP made a bid that triggered a buy-out option, but neither company would comment at the time.

AK Pradeep, who set up NeuroFocus in 2005, said in a statement on the company’s website: “NeuroFocus is proud to announce we are now a wholly-owned subsidiary of Nielsen. Our innovative neurological research, combined with Nielsen’s deep expertise on what consumers watch and buy, will provide unmatched knowledge and insights for companies around the globe. We look forward to expanding this new era of research that is helping clients understand their consumers and their viewers in more depth, detail, and with more accuracy than ever before possible.”

He thanked Nielsen “for their early support, their unwavering commitment to innovation and to the highest standards in our industry, and for now bringing us fully into their family”.