Nielsen opens neuroscience-powered space in Singapore

‘Neuro Lab’ comes equipped with facial coding tools to monitor consumer response.

Market research firm Nielsen, in partnership with the Economic Development Board, opened what it calls its ‘Neuro Lab’ in Singapore, a dedicated space leveraging on neuroscience technologies to provide a comprehensive suite of solutions for various client needs.

The spaces comes equipped with EEG (electroencephalography), facial coding and eye tracking tools to capture consumer’s emotion, attention, memory activation responses.

The Neuro Lab also comes with a self-reporting tool for clients as Nielsen attempts to achieve a more comprehensive picture of a consumer by deciphering both conscious and nonconscious responses.

“The establishment of the Neuro Lab is part of Nielsen’s commitment in helping brands search for the answer of the next big thing. 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,” said Johan Vrancken, managing director at Nielsen Singapore.

“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,” said Thien Kwee Eng, assistant managing director at the Singapore Economic Development Board.