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Nielsen Confirms NeuroFocus Buy

May 27 2011

After a week of silence from all the involved parties, Nielsen announced yesterday that it had acquired 100% of brain research specialist NeuroFocus Inc., and confirmed that founder and Chief Executive Officer Dr. A.K. Pradeep will continue to lead it.

Dr. A.K. PradeepAs reported last Friday, Nielsen increased its holding from 30% to 100%, supposedly to fend off a bid from WPP. NeuroFocus now becomes part of Nielsen’s Product Innovation Practice and will enhance Nielsen’s ability to ‘provide their clients with greater insight and understanding of consumer behaviour driving what they watch and what they buy.’

Dr. Pradeep said: ‘I would like to say a heartfelt thanks to all our clients who have helped us become what we are today. Thanks to all the NeuroFocus staff around the world, who worked so hard to grow our company from a start-up to a global research provider in such a short time. Thanks to our Advisory Board for their wisdom and guidance. And thanks to 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.’

NeuroFocus is based in Berkeley, California and operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East.

Web sites: www.nielsen.com and www.neurofocus.com .

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