The marketing world rapidly embraced this new technology. There are now around 100 companies
worldwide that offer some form of Neuromarketing services, many of them using these EEG devices, and their clients are some of the largest consumer businesses in the world. Perhaps the best-known Neuromarketing Company is Neuro Focus, founded in 2005 by A.K. Pradeep and now a subsidiary of the Neilsen Co., a behemoth in the marketresearch world. Pradeep has a background in engineering and business consulting and has recently released a book titled The Buying Brain: Secrets for Selling to the Subconscious Mind. Other current big hitters in the field are
Neuro Spire and Emotiv (developer of the EPOC EEG hardware and software suites that claim to monitor emotional and cognitive states in real time). These companies all use off-the-shelf hardware; their intellectual capital is largely based on their (proprietary and closely
guarded) analysis techniques that claim to derive useful measures from the collected EEG data: measures related to attention, engagement, frustration, and supposedly even buying potential.