The world’s leader in market research Nielsen has partnered with Israeli-based venture capital fund Partam Hightech to launch a subsidiary called Nielsen Innovate, which will help develop and fund business ideas and bring them to market for its clients globally.

Nielsen Innovate will collaborate with the Office of the Chief Scientist to nurture new business initiatives.

In May, Nielsen kick-started a similar venture in Singapore called NielsenLab to develop technologies in neuroscience, shopper technology and measurement science. The concept was implemented in Haifa to fast-track Nielsen’s ‘innovation pipeline’ for clients worldwide.

The new business underlines the firm’s ‘commitment to discovering, developing and delivering’ innovations, explains Itzhak Fisher, EVP – Global Business Development at Nielsen. “With our presence in more than 100 countries, Nielsen is uniquely positioned to take great ideas, commercialize and globalize them.”