- Nielsen Research has expanded its leap into neuromarketing with the acquistion of Boston-based Innerscope Research.
- The neuroscience firm measures subconscious responses to media and marketing using biometrics like brain scans and galvanic skin response.
- Innerscope will provide insight using factors like a subject's heart rate, skin conductance and neural activity that will ultimately help advertisers develop campaigns to deeply resonate with their audience.
Neuroscience may be the closest things the marketing world will ever get to seeing what's going on inside a viewer's midn. The ability to measure subconscious reactions could eliminate the uncertainty and bias that traditional research -- like the surveys Nielsen is famous for -- still holds onto.
Others are joining in, finding ways to use neuromarketing in advertising and communications, but Innerscope could be considered a veteran in the space, having launched almost a decade ago, and slowly scaling it's methodology and research.