Fruit of alchemy

Nielsen has invested in NeuroFocus, a firm that uses neuroscience to illuminate best practices for message testing, product design and ad effectiveness, among other marketing efforts.
Most of the Berkeley, Calif.-based company's analysis is based on brainwave activity. By placing electroencephalography (EEG) sensors on a test subject's scalp, Neurofocus can measure electrical activity in response to stimuli.

In addition to brain waves, the company uses eye tracking and "galvanic skin response" data to decipher which messages consumers pay attention to and remember, and whether they are emotionally engaged.

Financial terms were not discussed. However, Nielsen's funding will allow NeuroFocus to double its staff of 20 marketing analysts, engineers and neuroscientists, and improve its website.