MUMBAI: Nielsen, a global provider of insights and analytics into what consumers watch and buy, has acquired NeuroFocus which works in the area of neurological testing for consumer research.

In 2008, Nielsen acquired a minority ownership stake in NeuroFocus. With this acquisition, NeuroFocus now becomes a part of Nielsen‘s Product Innovation Practice.

NeuroFocus will continue to be led by founder and chief executive officer Dr. A.K. Pradeep.

NeuroFocus leverages neuroscience and expertise to measure consumer attention, engagement and memory retention through brainwave, eye-tracking and skin conductance measurements. Through its scientific metrics, NeuroFocus enables marketers to better understand the effectiveness of advertising, branding, product development and packaging across industries, including consumer packaged goods, retail and entertainment.

Neuromarketing is the application of neuroscientific research to marketing, advertising, and entertainment content and messages. Neuroscience research has in recent decades revealed important new discoveries about how the human brain is structured and how it functions. These findings enabled NeuroFocus to develop patented technologies and proprietary techniques that provide greater accuracy and insight into consumer research.

Headquartered in California, NeuroFocus operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East. NeuroLabs measures consumer responses to marketing content, messages and advertising. NeuroFocus integrates these insights with other measurement science to deliver comprehensive and actionable results for clients.