NeuroFocus Expands into Europe with Neuroco Buy

US-headquartered neuromarketing research agency NeuroFocus has acquired brainwave measurement specialist Neuroco in the UK, as part of its strategy to expand into Europe. Terms were not disclosed.

Neuroco will now be known as NeuroFocus Europe and operate from offices in Central London. Co-founder and MD Thom Noble becomes MD of NeuroFocus Europe; responsible for driving the expansion of the company across the region. Associate Director Darren Bridger takes on the role of Director, Lab Operations, Europe, to coordinate neuroscience activity in NeuroFocus' UK and European labs.

Both firms utilise EEG (electroencephalography) technology in a range of studies such as advertising, NPD concept, packaging development, sensory testing and shopper insight.

EEG, which involves measuring electrical activity in different parts of the brain in response to certain stimuli, can be used to capture consumers' levels of attention, emotional engagement, and memory retention.

The firms also use eye-tracking and galvanic skin response measurements to provide a more comprehensive understanding of how consumers respond to product design and packaging, branding, marketing, and how brands are presented at retail level.

Noble told DRNO that the acquisition had come about as the result of his firm's requirement to step up its presence globally. 'With UK and European client interest in neuromarketing techniques growing fast, the time was right to engage in talks with NeuroFocus,' he explained.

'We'd recently seen a marked increase in interest to measure purchase intent and consumers' subconscious responses to messaging, and our European expansion will be focused on these areas, as well as in-store experience, product design and packaging and branding,' he added.

His former colleague co-founder and Chairman Peter Laybourne will collaborate with NeuroFocus Europe through his ongoing role chairing qual brand planning agency Fathom International, while co-founder and R&D Director Dr David Lewis - an early pioneer of neuromarketing - will also work alongside NeuroFocus Europe on specific projects.

NeuroFocus CEO Dr. AK Pradeep said that through the acquisition of Neuroco, his firm had found a company with the same passion for and understanding of the power of neuromarketing.

NeuroFocus, which is backed by Nielsen, is online at www.neurofocus.com .