Advertisers will soon get an opportunity to delve deep into the minds of consumers.
Singapore Press Holdings (SPH) is teaming up with neuroscience technology company NeuroTrend to set up a neuromarketing consumer insights lab.
The firm, which is the Singapore-based entity of JSC NeuroTrend (Russia), will locate the lab at SPH News Centre in Toa Payoh to cater to the media company's clients.
NeuroTrend chief executive Natalia Galkina said neuromarketing provides more accurate data to advertisers than traditional research methods because it bypasses the mental filter that people have when they answer questions.
"It is today considered a serious research area... where the response to products and consumer decision-making is understood on the level of body and mind," she added.
Participants taking part in lab exercises will be fitted with non-invasive hardware, such as an eye tracker, a wireless headset, a polygraph and a facial reader camera. The hardware will collect an integrated set of signals from the brain, eye movements, facial expressions and other physiological measurements.
The company said this method is the first of its kind.
NeuroTrend's patented neuroscience software uses algorithms and big data to analyse the information obtained, focusing on the parameters of interest, emotions, attention and memory.
A report will be generated to advise the media company on how a print or video advertisement can be optimised for maximum impact.
The lab can simultaneously process five respondents at a time, allowing a round of testing to take three days to a week to complete.
On how SPH will use the technology to benefit advertisers, Mr Ignatius Low, head of media solutions at SPH's integrated marketing division, said: "The customer insights and intelligence generated will add value to their marketing strategies and campaigns, helping them to effectively target and engage their audiences across our multiple media platforms."
He also noted that SPH can benefit from the technology by learning more about advertisements on its traditional platforms such as print and radio, whose effects are less documented than the digital one.
It was separately announced yesterday that SPH Magazines, a wholly owned SPH subsidiary, is partnering Times Publishing to digitise and electronically distribute Times Publishing's titles on SPH Magazine's online platform.
The partnership will allow advertisers to plan their advertising campaigns across an expanded catalogue of titles.