Neuroscience shows us that the decision to purchase something is often formed deep within the subconscious.
Consumer Neuroscience is the application of neuroscience (the study of the human brain and nervous system) to consumer research, in order to determine a consumer’s non-conscious response to brands, products, packaging, in-store marketing, advertising, and entertainment content.
We leverage Nielsen NeuroFocus' ground-breaking consumer neuroscience methods to measure brainwave activity in real time, capturing purchase considerations at the moment they are formed in the brain. Through our consumer neuroscience metrics, we enable marketers and advertisers to better understand the effectiveness of advertising, branding, product development, and packaging across industries including consumer packaged 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.
Complementing traditional research with consumer neuroscience 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) and eye tracking 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’ neurological reactions to stimuli providing highly accurate and deep insights into consumer behaviors. Nielsen NeuroFocus is a global leader in neurological testing for consumer research. We bring world-class experts in neuroscience, consumer research, and marketing to develop innovative methods for understanding consumer thought, emotion, and behavior. We are developing the world’s first wireless, dry, EEG headset, which will expand testing environments beyond the lab and into the home or in the store.