neurofocus.com neurofocus inc. was an american multinational neuromarketing company that was acquired by nielsen in may 2011 . since that acquisition nielsen has acquired additional neuroscience companies and named the consolidated business unit nielsen consumer neuroscience . contents 1 corporate history 1.1 founding 1.2 growth and acquisition 2 references 3 external links corporate history edit founding edit dr. a.k. pradeep founded neurofocus in 2005 in berkeley ca . he stated that he started neurofocus as a way to provide answers to his marketing clients who were frustrated by their inability to accurately predict consumer responses . according to pradeep his moment of inspiration arose from a conversation with a neuroscientist about his studies of the brains of patients with attention deficit disorder or attention deficit hyperactivity disorder and those suffering from alzheimer s disease . pradeep said that it was due to this conversation that he realized the link between neuroscience and marketing . he postulated that when viewing a product customers experience some of the same neurological effects that his neuroscientist neighbor studied . 1 marketing companies frustrations could therefore be addressed by referring to cognitive neuroscience s technology and methodology . neurological studies could help marketers discover if the customer would pay attention to and remember their product . growth and acquisition edit in february 2008 the nielsen company became a strategic investor in neurofocus . also in 2008 neurofocus expanded internationally into asia and specifically into korea and japan . in march 2009 neurofocus ventured into europe acquiring its competitor neuroco . 2 within that same year neurofocus opened its european headquarters in london . neurofocus also established locations in tokyo tel aviv seoul bogot new york and dallas . in march 2010 neurofocus announced the addition of nobel prize winner eric kandel to neurofocus advisory board . 3 neurofocus premise was that it could provide key insights about customers that traditional marketing techniques could not . neurofocus utilized electroencephalography eeg eye tracking and biometrics such as galvanic skin response gsr 4 to obtain insights into customers conscious and subconscious feelings emotions and preferences . 5 neurofocus stated that these insights were more accurate than traditional focus group responses as they were gleaned directly from the brain and therefore uncontaminated by cognitive bias . 6 neurofocus also claimed that its methodology allowed it to access the subconscious desires that can not be expressed by the consumer . 5 neurofocus provided its clients with a prediction of effectiveness through specific scores on the attention emotion and memory metrics as well as its derived metrics of novelty awareness and purchase intent . 7 8 neurofocus determined these metrics based on the brain wave data collected while consumers viewed client products . 9 neurofocus stated that it could address a client s needs for insights into its brand products packaging in store marketing and advertising . 10 11 in june 2010 neurofocus announced that it had developed a 3d virtual reality simulation store research tool that would enable clients to test product designs and store layouts . 12 13 neurofocus stated that it provided services to a growing number of fortune 500 companies 14 commissioning specialized on site neurolabs to those clients who desired a lab to perform constant testing tailored to their individual needs . 15 neurofocus was acquired by nielsen in may 2011 . in 2013 two years post the acquisition by nielsen dr. a.k. pradeep assumed the role and title of chief provocateur of nielsen . pradeep resigned from the company on june 2 2014 . on may 27 2015 nielsen completed an acquisition of innerscope research and named the consolidated business unit nielsen consumer neuroscience . dr. carl marci was named chief neuroscientist . 16 references edit smith rick september 2009 . the leap how 3 simple changes can propel your career from good to great . new york portfolio . pp. 134 139 . isbn 978 1 59184 256 9 http www.neurofocus.com news neuroco.htm http neurofocus.com pdfs eric kandel release.pdf http www.mediapost.com publications fa articles.showarticle & art aid 80987 a b http www.businesstodayegypt.com article.aspx articleid 8837 http www.npr.org templates story story.php storyid 92768079 http www.cablefax.com cfp cfp just in 37342.html http blog.nielsen.com nielsenwire media entertainment does emotionally powerful programming prime advertising effectiveness http www.sfgate.com cgi bin article.cgi f c a 2008 05 19 bunf10mepi.dtl http www.neurofocus.com pdfs insidethemind ddi.pdf vnu content id 1003783738 display and design magazine http www.mrsa.com.au index.cfm a detail & eid 222 & id 4702 http www.research live.com news technology neurofocus goes virtual with new 3d store research tool 4002875 . article http www.prnewswire.com news releases breakthrough 3d virtual reality based in store research neurofocus introduces n matrix 3dtm system 95604464.html http chiefmarketer.com crm 1027 neuromarketing loyalty brain http www.research live.com news technology ae television networks orders neurolab 4002728 . article http www.forbes.com sites rogerdooley 2015 06 03 nielsen doubles down on neuro 5145dff306cd external links edit retrieved from https en.wikipedia.org w index.php title neurofocus & oldid 726514994 categories marketing research companiesmarketing research companies of the united statesneurosciencecompanies based in berkeley californiamultinational companies navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact 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