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Nielsen ties up with NeuroFocus to develop research metrics

Indiantelevision.com Team

(8 February 2008 3:00 pm)

MUMBAI: The Nielsen Company has announced that it has made a strategic investment in NeuroFocus, a firm specialising in applying brainwave research to advertising, programming and messaging, according to an adweek.com report. The terms of the alliance were not disclosed.

The two companies will work together to develop new forms of measurement and metrics based on the latest advances in neurosciences. Nielsen CEO David Calhoun will join NeuroFocus' board of directors to guide the alliance.

"This alliance will enable us to gather truly unique insights about consumers' attitudes and behaviour about which they themselves may not even be fully aware and will complement our other measures of consumer behaviour," the report quoted Nielsen EVP Susan Whiting as saying.

Initially, the alliance will focus on bringing to market new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media. Nielsen also intends to use NeuroFocus' techniques, as part of Nielsen's Digital Labs research centres, to better understand consumer engagement, adds the report.

California-based NeuroFocus uses electroencephalography (EEG) technology to directly measure the brain's reaction to stimuli. NeuroFocus also uses eye tracking, galvanic skin response and other physiological techniques.

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