Hasta La Creative!

In a bid to further hack its way into the consumer psyche, Nielsen has completed its acquisition of the Boston-based neuroscience firm Innerscope Research.

Founded in 2006 by neuroscientist Dr. Carl Marci and MIT alum Brian Levine, Innerscope uses biometrics such as brain scans and galvanic skin response to measure subconscious emotional responses to media and marketing.

By monitoring a subject’s heart rate, skin conductance and neural activity in certain key areas of the brain — as the cradle of memory formation, the hippocampus is obviously of keen interest, as are the nodes that regulate emotion and identity — Innerscope says it can provide marketers with unique insights into the complex interrelation between consumers and content.

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