Nielsen / NeuroFocus Partnership Heads to Japan

Nielsen's alliance with US ad and brand measurement firm NeuroFocus has been extended into Japan, where the pair will use respondents' brain waves, eye movements and other physical features to study the impact of commercial messages or products on potential customers.

Nielsen will collect the data in Japan, while US-based NeuroFocus' teams of experts, including physicians, will examine the effects of the tested products or messages.

Respondents' brain activity is measured through a baseball cap fitted with sensors which pick up respondents brain patterns as they watch ads or examine products. Analysis then reveals how likely participants are to remember an ad, how engaged they were while watching it, and how likely they are to make a purchase as a result of seeing it.

'NeuroFocus is a very new innovative approach of marketing research, but also it has a very economical value,' said Cindy Shin, Head of Nielsen in Japan. 'So NeuroFocus can really help our clients improve their marketing.'

The companies partnered in February to add NeuroFocus' techniques to Nielsen' Digital Labs research centres in the US.

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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