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CONSUMER NEUROSCIENCE

GET INSIGHTS, PREDICT BEHAVIOR

Capture non-conscious aspects of consumer decision-making with the most complete set of neuroscience tools at a global scale.

“(Neuroscience) companies…are working with a much larger base of information than they had eight years ago – more experience and better technology. Today it’s probably a safe bet that most big brands are doing some kind of neuromarketing work as part of their overall marketing and advertising effort”

Roger Dooley, Author

“Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing”, NPR Radio, 2/10/16

“For creatives and marketers, neuroscience provides a much more insightful and in-the-moment mechanism to gauge impact and effect change, delivering more meaningful advertising with a higher ROI.”

Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester Research

“Honda Puts Brand Effectiveness In High Gear With Consumer Neuroscience” 2018

“[With consumer neuroscience] you can get insights on how consumers feel. Real, deep insights. Without filters.”

Dr. Horst Stipp, EVP Research, Innovation, Global & Ad Effectiveness, Advertising Research Foundation

“The imperfect art of gathering feedback on emotional engagement through traditional ad testing methods is fraught with error. Consumer neuroscience sheds light on the previously unexplored question of how our minds engage.”

Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester Research

“Honda Puts Brand Effectiveness In High Gear With Consumer Neuroscience” 2018

“Each study we’ve done with Nielsen has had very clear implications coming out of the research for the campaigns. Nielsen helps us grow our business by ensuring that our creative is the best that it can be.”

Patty Goldman, VP Strategy & Evaluation, Ad Council

“In a short period of five years, the application of neuroscience to marketing has grown from something that we may try, to something that I think is increasingly a must-use.”

Dr. Horst Stipp, EVP Research, Innovation, Global & Ad Effectiveness, Advertising Research Foundation

“The shorter edit of the ad [developed by Neuro] created the same spontaneous awareness and strong registration… but the investments were reduced by almost 50%.”

Nilanjan Mukherjee, Head of Marketing, Personal Care, ITC

ABOUT NIELSEN CONSUMER NEUROSCIENCE

Our brains react to our world in milliseconds—faster than we’re consciously aware. And much of what drives our everyday decisions, including what we’ll watch, talk about and buy, are the emotional responses that traditional self-report methods alone can’t measure.

That’s where consumer neuroscience comes in, a field that Nielsen has been in for nearly 10 years. Through neuroscience, we help brands understand consumers’ non-conscious engagement and responses, which they can use to create stronger connections with their audiences.

We integrate best-in-class neuroscience technologies with traditional research methods, so that we, along with our clients, will learn faster, develop better testing protocols and deliver stronger results than anyone in the industry.

OUR FOUNDATION IS IN SCIENCE

Our Global Footprint

Leading Technology

Nielsen offers the most complete suite of consumer neuroscience tools at a global scale, tailored to each client’s particular needs. Our combination of tools paint an unprecedented picture of the consumer by understanding both conscious and nonconscious responses.

EEG

Multiple sensors to measure attention, emotion and memory

Biometrics

Skin conductance and heart rate to capture emotional journey

Facial Coding

Expressed emotions (positive, negative, neutral)

Eye Tracking

Visual focus on content

Self-Report

Voice of the consumer

Validated To Be Predictive of In-Market Behavior

A recent collaboration of unprecedented scale (nearly 60 CPG ads in 20 categories, 900 neuroscience participants, 28,000 survey respondents) was undertaken in partnership with CBS and Nielsen Catalina Solutions in order to understand the relationship between our tools in-market sales behavior.

Results showed that, while individual neuroscience tools each provides significant explanatory power, combining them together provides the strongest level of predictability, and is more predictive than survey measures alone.

Nielsen Consumer Neuroscience Benefits

MEASURES NONCONSCIOUS AND CONSCIOUS RESPONSE

Provides holistic view of consumer including thoughts that they are not able to articulate

BUILDS BRAND THROUGH EMOTION

Ensures alignment to brand strategy to strengthen long-term memory and brand building

PROVIDES GRANULAR DIAGNOSTICS

Provides detailed, second-by-second feedback on content for actionable results

ENSURES EFFICIENT AND TIMELY DECISION MAKING

Focuses efforts on the right optimization areas to stay on track

Applications

We specialize in helping you optimize the effectiveness of your advertising (video, print and digital), packaging, in-store elements and more. With our ability to test globally in neuroscience lab settings and in real-life environments, brands can deploy our breakthrough methodologies virtually anywhere at any time.

Advertising

Video
Print
Digital
Concepts

Shopper

Packaging
Shelf Layout
Promotions, POS & Display

Media

Programming
Promotions

Product

Product Experience
Product Development

Custom*

Car Clinics
Social Media
Website Development
Other Custom Studies

*Available in North America only.

Case Studies

Did you know 6-8 million dogs and cats enter animal shelters each year? And only 29% of dogs and 33% of cats in homes came from shelters or rescues?

The Ad Council and The Shelter Pet Project collaborated with Nielsen Consumer Neuroscience to capture consumers’ non-conscious engagement and response to their “Meet A Shelter Pet” ad. By leveraging insights found, the team was able to drive stronger emotional engagement, messaging and branding – with results that ultimately impacted the life of a shelter pet:

+133%

Increase in website visits

+28%

Rise in pet finder database searches

Winner

David Ogilvy’s Excellence in Advertising Research (2015)

To learn more about the study, read The Brains Behind Better Ads: Optimizing the Cute and Cuddly.

View all Nielsen Consumer Neuroscience case studies.

Giving Back

We work with a variety of institutions and individuals to use our capabilities for the broader good, reinvesting a portion of our revenues to support specific causes. Whether we’re helping with epilepsy research or optimizing a non-profit ad campaign, we are committed to supporting organizations to effect positive social change.

Solutions