Nobel Prize Winner Joins NeuroFocus Advisors

In the US, neuromarketing agency NeuroFocus has appointed Nobel Prize laureate and neuroscience expert Dr Eric Kandel to its Advisory Board.

Based in Berkeley, California, NeuroFocus applies brainwave, eye-tracking and skin conductance measurements to track how the human brain processes stimuli from advertising, branding, packaging, pricing and product design.

Nielsen is a strategic investor in NeuroFocus, and the firms recently formed a joint venture to roll out neuromarketing services in Australia.

Dr Kandel joins a number of experts in neuroscience and business on NeuroFocus' Advisory Board, including Robert Knight, Director of the Helen Wills Neuroscience Institute at the University of California, Berkeley.

He is a winner of the Nobel Prize for Medicine or Physiology for his contributions to the field of neuroscience, when he was specifically recognized for his research on the physiological basis of memory storage in neurons.

Dr Kandel currently serves as University Professor of Physiology and Cell Biophysics, Psychiatry, Biochemistry and Molecular Biophysics at Columbia University.

A graduate of Harvard College and New York University's School of Medicine, Dr Kandel trained in Neurobiology at the National Institutes of Health and in Psychiatry at Harvard Medical School. In 1974 he joined the faculty of the College of Physicians and Surgeons at Columbia University, where he organized the neuroscience curriculum and became the founding director of the Center for Neurobiology and Behavior the following year.

'NeuroFocus is greatly honored by Dr Kandel's presence on our Advisory Board, and we and our clients look forward to benefitting from his unsurpassed knowledge in the neuroscience field,' stated CEO Dr AK Pradeep.

Web site: www.neurofocus.com .