We believe the most valuable thing you can learn from consumers is what they can’t tell you.
Traditional marketing research methods can only measure the brain processing that consumers are consciously aware of—what they can put into words. Neuroscience research shows that over half of brain processing happens below conscious awareness, including the emotions that drive consumer behavior.
Nielsen Consumer Neuroscience measures the non-conscious consumer responses using an integrated approach. In a world where authenticity seems scarce, our knowledge of the non-conscious, combined with the tools to measure it, enables clients to create authentic consumer and brand connections.
Integrated Consumer Neuroscience
Nielsen Consumer Neuroscience’s approach involves integration across multiple neuroscience technologies. These neuroscience technologies often complement one another, and can be effectively combined with each other and with traditional survey methods.
Participants’ moment-to-moment emotional responses are captured passively as they are exposed to a variety of multi-media stimuli or everyday experiences such as watching TV, surfing a website, or shopping. Because the equipment is portable and the data collected wirelessly, Nielsen Consumer Neuroscience can conduct research nearly anywhere, including: central locations (labs or focus group facilities) in stores, cars or even homes.
Unprecedented Insight
Nielsen Consumer Neuroscience combines non-conscious and conscious measurements to provide a deep understanding of the hearts and minds of consumers. Our insights empower clients to make more informed and strategic business decisions with greater confidence.
Technologies of Neuroscience
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