Nielsen Doubles Down On Neuro
By Roger Dooley
Nielsen, long known for its dominant position in television ratings, last week added another prominent neuromarketing firm, Innerscope Research, to its stable. This is significant not just from the standpoint of the companies involved, but for what it says about the not-so-nascent field of consumer neuroscience.
Clearly concerned about the viability of survey-based media ratings as a business model, Nielsen began diversifying its approach years ago. In 2008, the firm bought a minority interest in NeuroFocus, a Berkeley-based firm that was one of the most prominent players in the neuromarketing space. NeuroFocus used EEG brain wave measurement as its primary method for gauging viewer response to ads, packaging, and products.
In 2011, Nielsen bought the remaining portion of NeuroFocus and, later, changed the units branding to Nielsen.
For more: http://www.forbes.com/sites/rogerdooley/2015/06/03/nielsen-doubles-down-on-neuro/