NeuroFocus, a leading company in the rapidly-expanding field of neuromarketing, announced that it has concluded an agreement to purchase UK-based Neuroco. The move marks NeuroFocus’ next step in its global expansion, following closely on the company’s rapid growth in the U.S. and the development of its business in Asia, where it has added major new clients in several key countries including Japan and Korea, among others.
NeuroFocus and Neuroco are both privately held companies. Terms of the acquisition were not disclosed. Neuroco will now become NeuroFocus Europe.
Headquartered in Berkeley, California, NeuroFocus ranks as the largest company offering brainwave-based marketing research to clients worldwide, including many Fortune 100 companies across a wide range of categories. The Nielsen Company is a strategic investor in NeuroFocus.
Based in Surrey, England, Neuroco will become the base of operations for NeuroFocus in the United Kingdom, and will continue to expand the application of EEG-based market research in the UK and across Europe. Neuroco’s clients include Sky Broadcasting and 20th Century Fox, and others in the automotive, consumer packaged goods, beverages, leisure, and retail sectors.
Peter Laybourne, who has served as Chairman of Neuroco, will collaborate with NeuroFocus Europe and continues in his role heading Fathom International Ltd., one of the world’s leading brand planning and research companies.
David Lewis, the earliest pioneer of neuromarketing in the UK and Neuroco’s Research and Development Director, will also collaborate with NeuroFocus Europe.
Drawn from recent research advances in neuroscience laboratories into brain disorders and conditions, neurological testing provides companies with the most accurate, reliable, and actionable knowledge about how consumers really respond to stimuli at the deep subconscious level of the mind.
EEG-based neurological testing as conducted by NeuroFocus and Neuroco measures brainwaves to capture consumers’ levels of attention, emotional engagement, and memory retention. Additional metrics for persuasion, awareness, and novelty are derived from this data. The neuromarketing field has grown exponentially in recent years, as major companies have discovered the unique strategic advantages that authentic neurological testing offers.
That consumer knowledge is critical, because neuroscientific research has shown that the subconscious level is where initial purchase interest, purchase intent, and brand loyalty are formed. Full-brain EEG testing and analysis is the most accurate form of neurological testing, because EEG sensors acquire brainwave signals across as many as 128 separate sectors of the brain, at 2,000 times a second.
Drawn from recent research advances in neuroscience laboratories into brain disorders and conditions, neurological testing provides companies with the most accurate, reliable, and actionable knowledge about how consumers really respond to stimuli at the deep subconscious level of the mind.
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