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Nielsen 'to Acquire NeuroFocus'
Nielsen has agreed to acquire the remainder of neuromarketing firm NeuroFocus, to fend off a bid from marcoms giant WPP, according to a report in MediaDailyNews.
 NeuroFocus applies brainwave, eye-tracking and skin conductance measurements to track how the human brain processes stimuli like advertising, branding, packaging, pricing and product design. In March, the firm launched Mynd, a new wireless and dry contact headset for measuring the brainwaves of consumers in product simulation and purchasing environments.
Nielsen already holds a 30% stake in the firm, which is led by CEO Dr. A. K. Pradeep (pictured) - and Nielsen CEO David Calhoun sits on the NeuroFocus Board.
According to the report on www.mediapost.com today, the acquisition was triggered when WPP made an 'unsolicited offer' last year.
Spokespeople from Nielsen, Neurofocus and WPP declined to comment, but the report cites a WPP 'insider' who suggested that WPP's bid would have accelerated some of the neuroscience work carried out at its brand, media and comms research specialist Millward Brown.
Web sites: www.nielsen.com and www.neurofocus.com .
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