Welcome to the Chicago lab


As of 10/6/23 our Chicago lab was permanently closed, and we will no longer have any in person studies. We greatly appreciate your past participation.

We’re looking for people like you

At NielsenIQ, we strive to provide the most complete understanding of what consumers watch and buy, and NielsenIQ’s Consumer Neuroscience team is looking for people like you to participate in a paid market research study! This new and innovative field uses academic neuroscience principles to study marketing and advertising content.  For a closer look at what you can expect with our studies, continue reading below!


You are eligible to participate in our studies once every 3 months and will be invited to come back if you qualify for a current study.  To check when you last participated with us, please feel free to reach out via phone or email.  New study opportunities are posted on Facebook,  Craigslist, and sent through an email blast for past participants. We will contact you if you qualify for a study to get you scheduled.


Upon completion of the study, you will be paid $75 (or the amount stated in your confirmation email) in the form of a pre-paid Visa gift card. Prepaid Visa gift cards are activated after study completion and can be used right away, similar to a debit card.

Apply now, and if you qualify for a study, someone will contact you to schedule an appointment.

Study sessions

COVID-19 update: Our lab has implemented a set of safety measures and procedures in light of the COVID-19 pandemic. These measures and procedures have been designed to ensure your safety and the safety of our employees. Participants will have their temperature and symptoms checked as well as be given individually packaged PPE once checked in (including sterile gloves, gown, and mask), to wear during the session and may remove upon completion.

Study sessions are typically 45 minutes to 1 hour in length. It’s important that all participants arrive no more than 10 minutes early to sign in, complete participant paperwork, and perform some simple visual/colorblindness exercises.

Please note, if participants arrive 5 minutes past their scheduled appointment time, we cannot guarantee full study participation and compensation. Due to COVID-19, we are on a much tighter schedule and require more time to sanitize and buffer between participants. Please call our front desk if you are running late.

During the study session, participants will be asked to wear an EEG cap (similar to a swim cap), into which a small amount of leave-in conditioner is applied before snapping in the EEG sensors. Participants will be guided throughout this process by one of our research assistants and will be asked to watch a study presentation while wearing the cap and sensors. The cap and sensors are completely safe and passively pick up your response to the marketing content shown. Participants are expected to pay close attention to the presentation with minimal movement and perform a simple activity using a keypad.

Getting here

We recommend taking public transportation if possible. We are located near the Quincy stop (Brown, Purple, Orange and Pink Line) and the Jackson stop (Blue and Red Line). We’re also accessible via Metra: Union Station (Multiple Lines), Ogilvie (Multiple Lines), and Lasalle Station (Rock Island).

For those who would prefer to drive, please anticipate traffic!  We offer free validated parking at the garage located at 318 S. Federal St. Chicago, IL 60604, located off of Jackson Blvd. and in between Clark & Dearborn. Parking validation is dependent on garage space and availability. Please bring your parking ticket with you to your study session. 

Parking Garage Instructions:

When exiting the garage, walk North on Federal St. towards Jackson Blvd. Turn left on Jackson heading West (towards the Sears Tower). Once on Jackson, continue westbound until you reach the intersection of Jackson & Wells St.

The parking garage is 4 blocks away (about a 6 minute walk), so please allow for extra time.

Parking Garage Phone: 312-986-5813

Our building is located at 200 W. Jackson Blvd Ste. 26 and is attached to a Chase Bank. 

Confidentiality guidelines

Please note that our company is certified by an independent review board (IRB) and we abide by its guidelines. IRB certification signals that the research has been through rigorous review by a panel of independent researchers to insure that participant rights are safeguarded. All information gathered throughout the process is kept strictly confidential.

General inquiries

Our address

200 West Jackson Boulevard
Suite 26
Chicago, IL 60606

Hours of operation

M-F; 8:30am – 4pm

Contact us

Phone: 1-224-369-4029
Email: neurolabs.chicago@nha.nielseniq.com
Like us on Facebook


Where are you located?

We are located at 200 W Jackson Blvd on the 26th floor. We are accessible by train (Train: Quincy (brown, purple, orange, pink), Jackson (red, blue). Metra: Union Station, LaSalle), car, and bike, etc. We offer validated parking at a nearby parking garage just three blocks away. We do not own the garage, so we cannot control if the parking garage is full.

I just completed the questionnaire, now what?

Our recruiters go through and manually qualify participants for different studies. This process can take 24-48 hours typically. We will contact you if you qualify by text, email, or phone call. Please do not contact us asking if you can come in right after your submission. We might not have something for you right away, but something can come up at any time since we are constantly running multiple projects at a time.

What should I expect from my appointment?

This is a one-on-one study where you’ll be in a room with a TV screen, watching a presentation with some marketing material. During the presentation, your reactions are monitored using an EEG cap. The cap looks just like a swim cap, with many small holes in it. Before the presentation begins, a little bit of leave-in conditioner is put into some of the holes, and then the sensors are snapped into those holes like buttons. The sensors passively pick up your reactions during your session, which might include: images presented on a TV monitor, sounds through speakers/headphones, objects to be manipulated, or smells/tastes to be experienced. You will be asked to view marketing material, handle an object, or to press a button. There are no pain or side effects – nothing is being done to you. You are only being observed. In some studies, we may ask you to fill out post-study questionnaires about the marketing material.

What safety precautions is the lab taking in light of COVID-19?

We have social distancing stickers placed on the ground to ensure safety of our associates and participants. Each participant will have their temperature and symptoms checked as well as receive a bag of individualized PPE (a gown, gloves, and new mask) to put on and wear during their session – this can be removed after completion. Between each participant, our associates clean and sanitize all necessary areas to make sure there is no cross contamination. We have buffered our time slots to make sure there is enough time for cleaning and minimizing crowding of participants in the same room.

Do I need to bring anything to my appointment?

It is required that you bring a valid government ID. Our building company requires that all visitors have an ID for safety and legal purposes. If you do not have one or have recently lost one, we will be unable to have you participate. If you require glasses or contacts to see far away, please bring them or make sure to have them in before your appointment. Correct vision is required for participation.

Do you offer validated parking?

Yes, 100%! We offer validated parking at 318 S Federal Street – just three blocks away from our office. Please bring your parking ticket with you, and we will validate it in the office. Upon leaving the garage after completion of the study, just feed your ticket through the machine. The parking validation covers a maximum of 6 hours. We do not own the garage, so we cannot control if the parking garage is full.

What happens if I don’t pass the color blindness or vision test?

If you are unable to pass either/both of the tests, we will be unable to run you.  We will make a note if you fail the vision test and encourage you to see an eye doctor before reapplying.

I have braids/weave/extensions in my hair, is that okay?

Unfortunately, we are unable to run participants with braids/weave/extensions in their hair. The sensors must be placed in particular areas of the head, so if a braid/weave/extension prevents that placement, the data won’t be usable. However, please let us know when you remove your braids (if you have them), and we will get you scheduled.

Am I allowed to wear makeup or false eyelashes to my appointment?

Unfortunately, heavy eye makeup or false eyelashes can disrupt data collection. For certain studies, eye tracking is required, and makeup and/or heavy lashes can cause collection issues. We have extra makeup wipes if we feel that data would be interrupted. 

Is the conditioner that is used for sensor placement toxic or harmful for my scalp/head?

The conditioner used is water-based and fragrance-free, so it does not have any threatening characteristics or side effects. It is easily washed out with water after the study is completed.

How long is a typical appointment?

The session will take anywhere from 40 to 60 minutes. 

I’m running late – what should I do?

We understand that accidents and delays happen. Please email us at neurolabs.chicago@nha.nielseniq.com if you know you are going to be late. If it is past the 5-10 minute grace period, we will be unable to run you due to our schedule logistics. We will reschedule you a maximum of two times per year, if possible.

I don’t feel well, should I still come into my appointment?

If you aren’t feeling well, please let us know and we will cancel or reschedule your appointment if possible. Your health and safety is important to us!

If I miss, cancel, or reschedule my appointment, does that hurt my chances of being asked back?

We understand that emergencies come up, and people get sick. Still, if you reschedule, cancel, or don’t show to your appointment more than twice in one year, you will be ineligible to participate in future studies. Please only make an appointment if you are confident that you can make it. 

Will my data be given out to people?

In accordance with market research industry ethical guidelines, we may disclose certain data that you provide, such as your responses to a survey or questionnaire, to our clients and third parties (e.g.m market research companies). We limit how our clients and other third parties may use data that we share with them in order to prevent them from tracing data back to the individual to whom it relates. We prevent personal data from being used inconsistently with the purpose for which it was collected. We have in place reasonable, organizational, technical, and administrative measures that are designed to protect your data from loss, misuse, and unauthorized access, disclosure, destruction, and other forms of unlawful processing while it is under our control.

How will I be compensated for my time?

You will be given a Visa gift card upon completion. You can use this card anywhere, but you cannot take cash out of it.

What happens if my card expires or is lost before I use it?

If your card expires before use or you lost it, you may contact www.prepaidcardstatus.com or 1-866-230-3809 to have your card reinstated. There is a $12.50 reinstatement fee that is not related to the Neuro Lab.

Can I refer my friends and family?

Yes! We would love to have your friends and family participate as well. They should fill out our online questionnaire, and we will contact them if they qualify to get them scheduled. Upon completion, they will be given a referral form if it is their first time participating in a study with us where they will write down your information. You will receive $10/person referred if it is their first time. At the end of each month, we compile the referral forms and contact you for your address to send a Visa gift card to with your referral total. There is no limit to how many people you refer!

My friend/family member was paid more than me for a study – why is that?

Some client studies are more challenging than others and require particular responses from the questionnaire. Because of this and its potential for a timely study, we pay participants more than others.

What is the best way to reach you?

Email – since we are checking in/out participants all day, our phone is more challenging to get to! Our email is neurolabs.chicago@nha.nielseniq.com