AFI BLOG: Media and Technology

Nielsen Invests in Brainwave Researcher NeuroFocus - Digital Media Wire

Nielsen, the media ratings and research provider, announced on Thursday that it has made a strategic investment in NeuroFocus, a Berkeley, Calif.-based firm that specializes in applying brainwave research to advertising, programming and messaging.

The two companies will work together to develop new forms of measurement and metrics based on the latest advances in neuroscience, Nielsen said.

NeuroFocus applies brainwave, eye-tracking and “skin conductance” measurements to track the effectiveness of advertising, branding, packaging, pricing and product design.

Terms of the investment in privately held NeuroFocus were not disclosed.