Nielsen Holdings B.V. (NLSN) said it has acquired 100% of NeuroFocus Inc., and it now becomes a part of Nielsen's Product Innovation Practice.
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.
Headquartered in Berkeley, California, NeuroFocus operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East. NeuroLabs measure consumer responses to marketing content, messages and advertising.
NeuroFocus integrates these insights with other measurement science to deliver comprehensive and actionable results for clients.
NeuroFocus will continue to be led by Founder and Chief Executive Officer A.K. Pradeep.
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