Neuromarketing firm, backed by Nielsen, brings in expert on “attention, language…reading development”

Neurofocus–the global neuromarketing firm backed by Nielsen–has added to its staff Dr. Steven Miller [“A neuropsychologist with expertise in the assessment and treatment of problems in attention, language, or reading development, Dr. Miller has extensive experience using a variety of behavioral and brain-imaging methodologies (e.g., EEG, MEG and fMRI).”]

Here’s how Nielsen explains what Neurofocus can do for clients, such as brands:

Understand consumers’ subconscious responses to messages with brainwave analysis and increase the effectiveness of marketing and branding content.

Influencing the unfiltered feelings locked in the subconscious and protected by thousands of years of evolutionary defenses has been the bane – and the bread and butter – of advertisers and market researchers since the beginning of the media age. The Nielsen Company and NeuroFocus, Inc. offer neuroscience-based products, services and metrics in retail, consumer packaged goods, television, film and emerging media. Using established electroencephalographic (EEG) techniques to measure degrees of attention, memory retention and emotional engagement, neurological testing provides precise, projectable insights into consumer behavior along with recommendations for increasing message effectiveness.

With NeuroFocus, Nielsen supports an array of marketing challenges:

Understanding Your Audience By addressing consumer responses in the subconscious, where purchase intent is formed, determine precisely how consumers react to a message.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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