NeuroFocus was a neuromarketing and neuroscience research company founded in 2005 by a group of academics and engineers from UC Berkeley that focused on applying neuroscience, neurology, and neurological testing to a wide range of fields such as marketing, advertising, consumer research, branding, product development, and entertainment content.
[1] Aside from EEG-based full brain measurements, NeuroFocus also makes use of other biometrics such as eye-tracking technology.
[5] The initial idea behind the company's founding came from Anantha K. Pradeep's encounter as a management consultant with a client who was concerned about the results of his firm's marketing efforts.
[1] Prior to its full acquisition by Nielsen Holdings, NeuroFocus was founded in 2005 by Anantha K. Pradeep, Caroline Winnett, Robert T. Knight, Ram Gurumoorthy in 2005, with Nobel Prize–winning neuroscientist Eric R. Kandel serving as an adviser to the company.
[7] In 2008, Nielsen Holdings bought a minority stake of 30% in NeuroFocus as part of its strategic investment into neuromarketing.