Neuroscience shows us that the decision to purchase something is often formed deep within the subconscious.
Neuromarketing applies neuroscience (the study of the human brain and nervous system) to determine a consumer’s subconscious response to brands, products, packaging, in-store marketing, advertising and entertainment content.
What we measure
Nielsen leverages NeuroFocus and its ground-breaking neuroscience and expertise to measure brainwave activity in real time, capturing purchase considerations at the moment they are formed in the brain. Through our scientific neuromarketing metrics, we enable marketers and advertisers to better understand the effectiveness of advertising, branding, product development and packaging across industries including fast-moving consumer goods, retail, media and entertainment. We employ proven technologies to produce the most effective and reliable measurements for understanding consumers’ deep subconscious responses to stimuli.
How we do it
Blending neurological testing with traditional research enables us to better understand consumer responses to a stimulus on all levels—conscious and non-conscious. We use brainwave measurements and eye-tracking to determine which specific elements of a brand, product, ad, package, or aisle design are most salient and compelling to the brain.
Our proprietary combination of electroencephalography (EEG), eye tracking, and galvanic skin response (GSR) is the most effective combination of technologies for understanding consumers’ deep subconscious responses to stimuli. We integrate these insights with other measurements to deliver comprehensive and actionable results for clients.
Our patented technologies and proprietary techniques measure consumers’ precognitive reactions to stimuli providing greater accuracy and insights into consumer behaviours. NeuroFocus, a division of Nielsen, is a global leader in neurological testing for consumer research. We bring world-class experts in neuroscience and marketing fields to develop innovative methods for understanding consumer thought, emotion and behaviour. We offer clients the world’s first wireless, dry-EEG neurological testing headset expanding testing environments beyond the lab and into the home or in-store.
Learn more about neuromarketing.