Dive Brief:

• Nielsen Research has expanded its leap into neuromarketing with the acquistion of Boston-based Innerscope Research. 
• The neuroscience firm measures subconscious responses to media and marketing using biometrics like brain scans and galvanic skin response. 
• Innerscope will provide insight using factors like a subject's heart rate, skin conductance and neural activity that will ultimately help advertisers develop campaigns to deeply resonate with their audience. 

Dive Insight: 

Neuroscience may be the closest things the marketing world will ever get to seeing what's going on inside a viewer's midn. The ability to measure subconscious reactions could eliminate the uncertainty and bias that traditional research -- like the surveys Nielsen is famous for -- still holds onto.

Others are joining in, finding ways to use neuromarketing in advertising and communications, but Innerscope could be considered a veteran in the space, having launched almost a decade ago, and slowly scaling it's methodology and research.