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Nielsen Invests in Neuromarketing Research
Nielsen has formed an alliance with neuromarketing research firm NeuroFocus to develop new measurement techniques based on the latest advances in neuroscience. Nielsen CEO David Calhoun becomes a member of the NeuroFocus Board. Details of the investment were not disclosed.
Based in Berkeley, California, NeuroFocus applies brainwave, eye-tracking and skin conductance measurements to track how the human brain processes stimuli like advertising, branding, packaging, pricing and product design. Utilising marketing, engineering and neuroscience expertise from UC Berkeley, Harvard and MIT, the company measures attention, engagement and memory retention on a millisecond-by-millisecond basis.
Nielsen said the partnership will augment its existing research and development, and that NeuroFocus' techniques will become a permanent feature in its Digital Labs research centres in Las Vegas and Los Angeles.
'This alliance is an extraordinary opportunity to incorporate ground-breaking science into our product offerings,' said Nielsen EVP Susan Whiting. 'It will enable us to gather truly unique insights about consumers' attitudes and behaviour and will complement our other measures of consumer behaviour.'
NeuroFocus President & CEO Dr A.K. Pradeep added that the deal would enable the firms to co-develop new products and services to measure consumer engagement and the total consumer experience using 'groundbreaking scientific measurement tools.'
The partners' web sites are www.nielsen.com and www.neurofocus.com.
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