Who needs people meters to measure TV viewing when you can monitor brain waves? That scenario may not be all that far off with the Nielsen Company's announcement today that it has made a strategic investment in NeuroFocus, a firm that specializes in applying brainwave research to advertising, programming and messaging. Terms were not disclosed. The two companies will work together to develop new forms of measurement and metrics based on the latest advances in neurosciences. "This alliance will enable us to gather truly unique insights about consumers' attitudes and behavior about which they themselves may not even be fully aware and will complement our other measures of consumer behavior," said Susan Whiting, executive vp of Nielsen. Initially, the alliance will focus on bringing to market new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media. Nielsen also intends to use NeuroFocus' techniques, as part of Nielsen's Digital Labs research centers, to better understand consumer engagement.http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003708067
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