Time Warner Inc. Selects Nielsen as Strategic Partner for Medialab Research

NEW YORK–(BUSINESS WIRE)–Time Warner Inc. today announced a three-year strategic partnership with Nielsen and the Time Warner Medialab, a state-of-the-art facility that comprises leading-edge technologies and research techniques to generate valuable insight into consumer behavior. The Medialab provides an unmatched ability to test consumer engagement throughout the entire media-to-retail experience. Nielsen has the largest portfolio of consumer testing technology in the world and will leverage the Medialab’s advanced capabilities to evaluate the intricacies around how the modern consumer reacts and responds to various forms of media content and advertising. The deal will build on the Medialab’s existing neuroscience capabilities including biometric and eye-tracking technology and bring enhanced facial coding, behavioral coding and EEG technology to allow Nielsen to capture a wide variety of engagement measures to simulated viewing and purchase…


Link to Full Article: Time Warner Inc. Selects Nielsen as Strategic Partner for Medialab Research