Firms scan brain waves to improve ads in Japan

November 12, 2008 Pradeep (R) displays an examinee's brain waves chart as she watches a commercial while wearing a EEG headset

NeuroFocus CEO Pradeep (R) displays an examinee's brain waves chart as she watches a commercial while wearing a EEG headset during a demonstration of a marketing with brain science tool in Tokyo. Nielsen and its partner NeuroFocus said they would offer a new service in Japan to scan the brain waves of potential customers to help companies improve their marketing.

US research firm Nielsen and its partner NeuroFocus said Wednesday they would offer a new service in Japan to scan the brain waves of potential customers to help companies improve their marketing.

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