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Tag: NeuroFocus

  • NeuroFocus research highlights importance of context for advertisers

    NeuroFocus research highlights importance of context for advertisers

    MUMBAI: NeuroFocus, which works in the area of applying neuroscience to consumer insights, has announced the results of a new study that takes a look at consumer engagement on premium websites.

    Designed to understand quantitatively how people respond to different online experiences, the research underscores the importance of context for marketers and for optimizing their messages across different types of media. Facebook collaborated with NeuroFocus on the first study in the paper.

    To compare a spectrum of premium website experiences, NeuroFocus tested three popular website homepages: the New York Times homepage (representing a hard news and commentary experience), Yahoo‘s non personalised homepage (representing a light news and entertainment experience), and a Facebook News Feed Page (representing a social experience). NeuroFocus‘ three primary Neuro Metrics were then used to analyse consumers‘ subconscious responses to each of these sites: attention, emotional engagement, and memory retention.

    Using those same measures, NeuroFocus fielded a second study that examined people‘s responses to the same advertisement but in different environments -on TV, on a corporate website, and on a Facebook brand Page.

    The overall key findings:

    • Based on NeuroFocus norms, Yahoo!, The New York Times, and Facebook deliver substantially more engaging experiences than the average website.
    • Consumers respond differently to premium websites oriented toward different purposes. These differences are represented neurologically by different levels of attention, memory, and emotional engagement. For instance, the New York Times scored highest on memory.
    • Similarly, consumers respond differently to the same advertisement presented in a different medium. For example, the ad presented on a Facebook brand pages scored higher on emotional engagement vs. on TV or a corporate website.

    NeuroFocus CEO AK Pradeep said, “This study underscores what full brain neurological testing measurements can bring to critical decision making when it comes to allocating advertising campaigns across online experiences. The ability to understand consumers‘ subconscious responses to premium websites brings new understanding on how people engage with online and social media sites.”

  • Nielsen acquires NeuroFocus

    Nielsen acquires NeuroFocus

    MUMBAI: Nielsen, a global provider of insights and analytics into what consumers watch and buy, has acquired NeuroFocus which works in the area of neurological testing for consumer research.

    In 2008, Nielsen acquired a minority ownership stake in NeuroFocus. With this acquisition, NeuroFocus now becomes a part of Nielsen‘s Product Innovation Practice.

    NeuroFocus will continue to be led by founder and chief executive officer Dr. A.K. Pradeep.

    NeuroFocus leverages 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 NeuroFocus to develop patented technologies and proprietary techniques that provide greater accuracy and insight into consumer research.

    Headquartered in California, NeuroFocus operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East. NeuroLabs measures consumer responses to marketing content, messages and advertising. NeuroFocus integrates these insights with other measurement science to deliver comprehensive and actionable results for clients.