Launch of consumer neurosciences lab

Nielsen, a global measurement and data analytics company, announced yesterday the launch of a consumer neurosciences lab here, in partnership with the Singapore Economic Development Board (EDB).

The state-of-the-art Neuro Lab will enable clients to optimise the effectiveness of advertising (video, print and digital) spend, packaging, and in-store elements among others, said Nielsen. It will offer a complete suite of consumer neuroscience tools on a global scale, tailored to each client's specific needs, said the firm.

EEG (electroencephalography), facial coding and eye tracking tools will be employed in the lab to capture emotion, attention, memory activation responses by the consumer. Complementing these solutions will be a self-reporting tool for clients to capture the voice of the individual.

"Holistically, this comprehensive suite of solutions will paint an unprecedented picture of the consumer, by deciphering both conscious and non-conscious responses," said Nielsen.

"As the prime gateway to Southeast Asia, Singapore is a natural choice of selection for innovation owing to its world-class talent pool, steady flow of investments and innovation-led economy," said Nielsen Singapore managing director Johan Vrancken.

Ms Thien Kwee Eng, EDB assistant managing director, said: "The growing sophistication of Nielsen's market research and digital capabilities in Singapore is aligned with our focus on developing competencies in Asian-focused consumer insights and innovation. The set-up of the Neuro Lab is a strong vote of confidence in our local talent and we are confident that it will contribute to the ability of companies here to understand and succeed across diverse Asian markets."

In earlier collaborations, EDB supported Nielsen Singapore in the development of the Asia Innovation Centre and the Asia-Pacific hub of the Innovation Lab in Singapore to build, develop and innovate digital ideas, prototypes and solutions, for organisations within Asia.

A version of this article appeared in the print edition of The Straits Times on June 15, 2018, with the headline 'Launch of consumer neurosciences lab'. Print Edition | Subscribe