09 March 2012
Nielsen a global provider of information and insights into what consumers watch and buy, announced today that it has launched Nielsen NeuroFocus .the global leader in neurological testing for consumer research in China.
Nielsen NeuroFocus leverages ground-breaking neuroscience and expertise to measure consumer attention, engagement and memory retention through brainwave, eye-tracking and skin conductance measurements. Through its scientific metrics, NeuroFocus enables marketers to better understand the effectiveness of advertising, branding, product development and packaging across industries, including consumer packaged goods, retail and entertainment.
Neuromarketing is the application of neuroscientific research to marketing, advertising, and entertainment content and messages. Neuroscience research has in recent decades revealed important new discoveries about how the human brain is structured and how it functions. These findings enabled Nielsen NeuroFocus to develop patented technologies and proprietary techniques that provide greater accuracy and insight into consumer research.
Nielsen NeuroFocus operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East. NeuroLabs measure consumer responses to marketing content, messages and advertising. Nielsen NeuroFocus integrates these insights with other measurement science to deliver comprehensive and actionable results for clients.
“We are very excited to bring this cutting edge marketing technology to China, the timing couldn’t be better!” Said Yan Xuan, Nielsen Greater China President “Changing the structure of the economy from being export-driven one focused on consumer demand is among China’s top agenda, It presents huge opportunities for businesses to tap into consumers’ unmet demands. Winning the China market is critical for businesses. Given the significant resources invested into every product launch, ad campaign and package design, why isn’t every launch a success? With the power of science, we are hoping Nielsen NeuroFocus can help businesses better understand the consumer and provide more precision in its marketing efforts. “
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
The world’s leading neuromarketing firm, NeuroFocus (http://neurofocus.com) brings advanced neuroscience knowledge and expertise to the worlds of branding, product development and packaging design, in-store marketing, advertising, and entertainment. NeuroFocus clients include Fortune 100 companies across dozens of categories, including automotive, consumer packaged goods, food and beverage, financial services, Internet, pharmaceutical, retail, and many more sectors. Entertainment category clients include major companies in the broadcast and cable television and motion picture industries.
Headquartered in the U.S. and operating globally through offices and NeuroLabs in the UK and Europe, the Asia/Pacific region, Latin America, and the Middle East, the company leverages Nobel Prize caliber and Doctorate-level credentials in neuroscience and marketing from the University of California at Berkeley, MIT, Harvard, Oxford, Columbia University, and other leading institutions, combined with executive business management and consulting experience. NeuroFocus is wholly-owned by Nielsen, a leading global provider of insights and analytics into what consumers watch and buy.
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