Nielsen has recently joined forces with NeuroFocus - the world's leading neuromarketing company.
Tim Rose, director for Nielsen Australia's Consumer Research Group explains what this means for Australian companies...
Nielsen Australia has recently joined up with the world's leading neuromarketing company - NeuroFocus - to bring the most advanced neuromarketing technologies and methodologies to Australia.
The use of neuroscience in shopper and customer experience research has been the biggest development in this field in the past few years, and we are looking forward to showing Australian companies how it can help improve their branding and investment in marketing and advertising.
So how does it work?
NeuroFocus leverages neuroscience knowledge and expertise to add value to advertising, marketing, product development and packaging strategies.
The neuromarketing technology allows users to view an audience member's brainwaves in real time and shows how the metrics of attention, emotion, and memory are measured for a TV advertisement.
This is an extraordinary opportunity to incorporate ground-breaking science into your product offerings to better understand the elements of successful consumer engagement.
Globally this new technology is helping companies in the FMCG, liquor, retailing, banking, automotive and telecommunications industries to produce better, more targeted marketing campaigns.
Companies that have adopted the new technologies have reported that they are understanding and marketing to their customers in ways and in depths that have never before been possible.
For more information on NeuroFocus, please contact your Nielsen representative or visit www.neurofocus.com.
Tim Rose is director for Nielsen Australia's Consumer Research Group. The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. Please send any comments or questions you have in relation to this article to: tim.rose[at]nielsen.com.