The Nielsen Co., seeking more data on engagement, is partnering with NeuroFocus, a firm that measures brainwaves, eye-tracking and other biometric information, in a bid to better understand consumers’ emotional responses to ads, products and TV and other media programming.

If this works it sounds like this may be a way for advertisers and marketers to learn more about their consumers and provide advertising they may actually want to see and pay attention to.

Read more about this at Nielsen’s site.