Nielsen to Acquire NeuroFocus

NielsenNielsen, the market research giant, will acquire the portion of neuromarketing firm NeuroFocus that it doesn’t already own, according to a report in MediaDailyNews. The move was apparently triggered by a bid for NeuroFocus from archrival WPP Group.

Nielsen already owns 30% of NeuroFocus as a result of an earlier investment in the firm (see Nielsen Buys Into Neuromarketing). Nielsen should be in a good cash position to pull off the acquisition as a result of their recent IPO.

The fact that there was apparently a bidding war for NeuroFocus is indicative of the growing interest in neuromarketing among mainstream advertisers.

What do YOU think – is this the start of a stampede for mainstream market research firms & ad agencies to have their own neuromarketing units?

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Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and behavioral research to make advertising, marketing, and products better. He is the primary author at Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.

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1 response to "Nielsen to Acquire NeuroFocus" — Your Turn

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Jennifer (Verilliance)
Twitter: verilliance
20. May 2011 at 10:08 am

I don’t know about a stampede, but a quickly growing trend? Yes. But that could mean trouble for agencies not even well-versed enough in neuro to know what protocols they should use, who they should hire, etc. I’ve already seen evidence that larger firms are rushing to set up a neuro department, but have no idea how to work it in to the rest of what they do.

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