NeuroFocus Expands Into the UK and Europe Through Acquisition of Neuroco

BERKELEY, California - World’s Leading Neurological Testing Company Purchases Leading UK Firm
In The Fast Growing Field of Brainwave-Based Market Research

NeuroFocus, the world’s leading company in the rapidly-expanding field of
neuromarketing, announced that it has concluded an agreement to purchase
Neuroco. The move marks NeuroFocus’ next step in its global expansion,
following closely on the company’s rapid growth in the U.S. and the
development of its business in Asia, where it has added major new clients in
several key countries including Japan and Korea, among others.

NeuroFocus and Neuroco are both privately held companies. Terms of the
acquisition were not disclosed. Neuroco will now become NeuroFocus Europe.

Headquartered in Berkeley, California, NeuroFocus ranks as the largest
company offering brainwave-based marketing research to clients worldwide,
including many Fortune 100 companies across a wide range of categories. The
Nielsen Company is a strategic investor in NeuroFocus.

Based in Surrey, England, Neuroco will become the base of operations for
NeuroFocus in the United Kingdom, and will continue to expand the application
of EEG-based market research in the UK and across Europe. Neuroco’s clients
include Sky Broadcasting and 20th Century Fox, and others in the automotive,
consumer packaged goods, beverages, leisure, and retail sectors.

EEG-based neurological testing as conducted by NeuroFocus and Neuroco
measures brainwaves to capture consumers’ levels of attention, emotional
engagement, and memory retention. Additional metrics for persuasion,
awareness, and novelty are derived from this data. The neuromarketing field
has grown exponentially in recent years, as major companies have discovered
the unique strategic advantages that authentic neurological testing offers.

“This combination marks the next step in our international growth, and it
also reflects the global business community’s recognition that true EEG-based
neurological testing is the only authentic, science-based market research
that offers cost-effective, actionable results with unmatched accuracy and
relevance,” said Dr. A. K. Pradeep, founder and Chief Executive Officer of
NeuroFocus. “We looked worldwide for a company with the same client-centric
approach as us; and with the same scientific rigor, EEG-based brainwave
testing technology, and deep marketing experience as NeuroFocus has. We found
that in Neuroco.”

Drawn from recent research advances in neuroscience laboratories into
brain disorders and conditions, neurological testing provides companies with
the most accurate, reliable, and actionable knowledge about how consumers
really respond to stimuli at the deep subconscious level of the mind.

That consumer knowledge is critical, because neuroscientific research has
shown that the subconscious level is where initial purchase interest,
purchase intent, and brand loyalty are formed. Full-brain EEG testing and
analysis is the most accurate form of neurological testing, because EEG
sensors acquire brainwave signals across as many as 128 separate sectors of
the brain, at 2,000 times a second.

Both NeuroFocus and Neuroco also incorporate eye-tracking and galvanic
skin response measurements to arrive at the most comprehensive understanding
of how consumers respond to product design and packaging, branding,
marketing, and how brands are perceived at retail.

NeuroFocus has been awarded numerous patents for its proprietary
technologies and methodologies. The company also has the largest normative
database of any neuromarketing firm, comprised of thousands of norms for
advertising categories and products.

Neuroco principal Thom Noble assumes the title of Managing Director,
NeuroFocus Europe and will lead the business expansion of NeuroFocus into the
UK and other European markets. Neuroco Science Director Darren Bridges will
assume the title of Director, Lab Operations, Europe and will coordinate
scientific activity in the UK and European labs of NeuroFocus.

Commenting on the acquisition, Thom Noble said, “We are delighted and
honored to become NeuroFocus Europe and bring the world’s gold standard of
neuromarketing to clients in the UK and Europe. Our focus now is on blending
our understanding of the unique needs of the UK and European markets with
NeuroFocus’ knowledge, technology, expert staff, and marketing experience to
provide unmatched products and services to our clients who are hungry for the
economic benefits of neuromarketing in these troubling economic times.”

Peter Laybourne, who has served as Chairman of Neuroco, will collaborate
with NeuroFocus Europe and continues in his role heading Fathom International
Ltd., one of the world’s leading brand planning and research companies.

David Lewis, the earliest pioneer of neuromarketing in the UK and
Neuroco’s Research and Development Director, will also collaborate with
NeuroFocus Europe.

Both NeuroFocus and Neuroco were founded in 2005.

About NeuroFocus

NeuroFocus Inc. is the leader in bringing neuroscience knowledge and
expertise to the worlds of advertising, marketing, product development and
packaging, and entertainment. The company leverages Doctorate-level academic
credentials in neuroscience and marketing from Berkeley, MIT, Harvard, and
the Hebrew University combined with C-suite level business management and
consulting experience.

NeuroFocus clients include Fortune 100 companies across dozens of
categories, including automotive, consumer packaged goods, food and beverage,
financial services, Internet, retail, and many more sectors. Entertainment
category clients include major companies in the broadcast and cable
television and motion picture industries. The Nielsen Company is a strategic
investor in NeuroFocus.

About Neuroco

Working with leading multinational clients, London-based Neuroco is
acknowledged as the world’s first neuromarketing agency to utilize EEG
technology. The Neuroco team has pioneered neurological and biometric testing
methodologies for a wide range of study areas including advertising, NPD
concept and design work, packaging development, sensory testing and shopper
studies.

Their work covers research and development product design, marketing
communications, customer/trade marketing commissions and includes experience
in FMCG (fast-moving consumer goods, broadcasting and entertainment, media
and motor sectors.

Source: NeuroFocus Inc.

Tom Robbins of NeuroFocus Inc., +1-510-526-9882, Tom.robbins at neurofocus.com; or Thom Noble of Neuroco, +44-7768-861-374, thom.noble at neuroco.com