Neuromarketing News

The Nielsen Company (as in the Nielsen Ratings) — “provider of marketing information, audience measurement, and business media products and services” — has invested in the Californian neuromarketing company, Neurofocus.

From the press release:

Nielsen Makes Strategic Investment in NeuroFocus, an Innovative Leader in Neuromarketing Research

Companies Form Alliance to Develop New Science-Based Measurement Services For Consumer Engagement

NEW YORK and BERKELEY, Calif., Feb. 7 /PRNewswire/ — The Nielsen Company today announced that it has made a strategic investment in NeuroFocus, an innovative firm that specializes in applying brainwave research to advertising, programming and messaging. The two companies will work together in an alliance to develop new forms of measurement and metrics based on the latest advances in neuroscience. Details regarding the investment were not disclosed….

The Nielsen Company and NeuroFocus are joining forces to initially bring an array of new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media. At the same time, Nielsen will integrate NeuroFocus’ techniques into existing services to better understand the elements of successful consumer engagement. For example, NeuroFocus’ techniques will become a permanent feature in Nielsen’s Digital Labs research centers at the MGM Grand in Las Vegas and at CityWalk in Los Angeles….

Neurofocus offers marketing research based on EEG tests as well as eye-tracking and skin conductance tests.

Read more about the uses of EEG in neuromarketing here: This is Your Brain on Advertising; eye-tracking in neuromarketing here; and skin conductance tests here.