Nielsen and EDB tie-up to launch Singapore-based Neuro Lab

Nielsen has launched the Singapore-based Neuro Lab in partnership with the Singapore Economic Development Board (EDB). EDB has been supporting the agency in the development of the Asian Innovation Center and Asia Pacific hub of the Innovation Lab in Singapore since February 2015 to build, develop and innovate digital ideas, prototypes and solutions for organisations within Asia.The new Neuro Lab aims enable clients to optimise the effectiveness of advertising in video, print and digital spend, packaging, and in-store elements, among others. The agency also looks to bring to the table its most complete suite of consumer neuroscience tools at a global scale, tailored to each client’s specific needs.According to the press statement, the lab aims to employ tools such as EEG (electroencephalography), facial coding and eye tracking tools to capture emotion, attention, memory activation responses by the consumer. To complement these solutions, a self-reporting tool for clients will also be engaged to capture the voice of the individual. This suite of solutions aims to paint an unprecedented picture of the consumer, by deciphering both conscious and non-conscious responses.“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. We are zealous about this approach of marrying science and data, confident that it can the driving force of innovation in Asia, addressing the growing needs of our clients," Johan Vrancken, managing director, Nielsen Singapore said.Vrancken also added that the establishment of the Neuro Lab is part of Nielsen’s commitment in helping brands search for the answer of "the next big thing".Echoing the statement, Thien Kwee Eng, assistant managing director, EDB explained that the "growing sophistication" of Nielsen’s market research and digital capabilities in Singapore is aligned with its focus on developing competencies in Asian-focused consumer insights and innovation.“We are pleased with Nielsen’s decision to establish its Neuro Lab in Singapore as part of the expansion of its Asia Innovation Centre. 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,” Thien added.