Anantha K. Pradeep, Caroline Winnett, Robert T. Knight, Ram Gurumoorthy[1][2]
Fate
Acquired by Nielsen Holdings[3][2]
Successor
Nielsen NeuroFocus[4]
Headquarters
Berkeley, California
Services
Neuromarketing, Brain-wave research, Consumer research
Parent
Nielsen Holdings
NeuroFocus was a neuromarketing and neuroscience research company founded in 2005 by a group of academics and engineers from UC Berkeley that focused on applying neuroscience, neurology, and neurological testing to a wide range of fields such as marketing, advertising, consumer research, branding, product development, and entertainment content.[1] In 2011, consumer research and analytics firm Nielsen Holdings acquired full ownership of NeuroFocus as part of the Nielsen's Product Innovation Practice.[2]
NeuroFocus primarily relied on building measures of response that were translated from brain waves collected through electroencephalographic (EEG) sensors that record electrical signals produced by the brain in response to stimuli.[1] Aside from EEG-based full brain measurements, NeuroFocus also makes use of other biometrics such as eye-tracking technology.[5]
^ abc"This is your brain on neuromarketing". Archived from the original on 2023-06-15. Retrieved 2023-06-15.
^ abc"Nielsen Acquires NeuroFocus: Leading Neuromarketing Firm Becomes Part of Nielsen's Product Innovation Practice" (Press release). 26 May 2011. Archived from the original on 2023-06-15. Retrieved 2023-06-15.
^"A Nielsen Acquisition Focused on Brain Waves". 26 May 2011. Archived from the original on 2023-06-15. Retrieved 2023-06-15.
^"$22 Million Neuromarketing Technologies Market: Global Report 2015-2020 - Research and Markets" (Press release). 11 July 2016. Archived from the original on 2023-06-15. Retrieved 2023-06-15.
^Lawton, Graham. "Innovation: Market research wants to open your skull". New Scientist. Retrieved 2023-06-18.
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