Innerscope Research
| Company type | Private |
|---|---|
| Industry | Consumer neuroscience, Market research |
| Founded | 2006 |
| Founder | Dr. Carl Marci, Brian Levine |
| Defunct | 2015 |
| Fate | Acquired by Nielsen |
| Successor | Nielsen Consumer Neuroscience |
| Headquarters | Boston , United States |
Area served | Worldwide |
Key people | Dr. Carl Marci (Chief Neuroscientist) |
Innerscope Research was a consumer neuroscience research company that operated as an integrated firm before being acquired by Nielsen in 2015. Established in 2006 and headquartered in Boston with an additional office in New York, Innerscope employed applied neuroscience methodologies such as biometrics, eye tracking, facial coding, and fMRI. These techniques were frequently combined with conventional self-report tools to evaluate consumers’ subconscious emotional bonds with brands, products, and services.
The firm catered to Fortune 500 clients across diverse industries, utilizing a neuroscience-based approach known as neuromarketing to analyze video advertisements, shopper marketing initiatives, media platforms, online and mobile user experiences, as well as custom studies that spanned from fragrances to automotive experiences.
On May 27, 2015, Nielsen finalized the acquisition of Innerscope Research and subsequently rebranded the integrated services as Nielsen Consumer Neuroscience. Dr. Carl Marci was appointed to lead as Chief Neuroscientist.
Projects
Each year, Innerscope examined Super Bowl advertisements to determine which commercials elicited the strongest emotional engagement—a metric that proved more predictive of success than traditional evaluation methods. During this prominent broadcast event, the company gathered live biometric data to capture viewers’ unconscious reactions to ads, thereby deepening insights into advertising impact and consumer behavior. The findings from their 2012 Super Bowl study were highlighted on CNN.
In 2014, Innerscope collaborated with Time Warner Medialab and Temple University to recreate authentic Super Bowl viewing settings—including movie theaters, living rooms, and simulated shopping environments—using biometric technologies to gauge consumer engagement and media consumption patterns. Commercials identified through biometric engagement were further examined using fMRI scans at Temple University.
Additionally, Innerscope carried out path-to-purchase and packaging studies for clients such as Campbell Soup Company. Their research influenced Campbell’s redesign of its condensed soup packaging by assessing physiological indicators like skin conductance and heart rate to enhance marketing effectiveness.
History
Founded in 2006 by Dr. Carl Marci and Brian Levine—both alumni of MIT Media Lab—the company focused on advancing consumer neuroscience research.
The acquisition by Nielsen on May 27, 2015 brought Innerscope Research under the Nielsen Consumer Neuroscience division, with Dr. Marci appointed Chief Neuroscientist. This merger enhanced Nielsen’s neuroanalytics capabilities within market research.