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Tribal Worldwide Announces Strategic Partnership with NeuroTrend in Asia



Collaboration will launch neuromarketing research offering in Singapore

Tribal Worldwide Announces Strategic Partnership with NeuroTrend in Asia

Neuroscience technology company NeuroTrend will expand its Asian presence through Singapore via a strategic collaboration with Tribal Worldwide.

The parties will jointly launch the next-generation Neuromarketing Consumer Insights Lab in Singapore with offerings extended across Asia, providing clients with scientific neuromarketing research. This is part of a new suite of tools for Total Experience (TX) - Customer Experience Consulting by Tribal Worldwide. TX offers specialised and integrated solutions led by practitioners and partners across the network in Asia and Europe.

"Tribal Worldwide is constantly innovating and offering new technologies and products to better serve our clients," said Leslie Goh, chief operating officer at Tribal Worldwide Asia. “The Neuromarketing Consumer Insights Labs offers scientific neuromarketing research for web, product and even traditional ad concept testing, giving brands a better understanding of content consumption behaviour. These insights and data intelligence help us to optimise and enhance the product that we create before it goes out to the market, therefore driving marketing effectiveness and impact for clients.”

Participants who take part in the lab’s 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. Focusing on the parameters of interest, emotions, attention and memory, NeuroTrend analyses the data with its proprietary neuroscience complex software and algorithms enhanced by artificial intelligence.

The company has proven its technology by providing over 1,000 consumer insight reports for global companies such as Johnson & Johnson, Knauf, Lays, PepsiCo, Pfizer, Philip Morris, Teva Pharmaceutical and the World Wildlife Fund. NeuroTrend aims to further expand in Southeast Asia, with more NeuroTrend marketing Labs planned over the next few months.

According to a Magna Advertising Forecast report from IPG Mediabrands, advertising spend in Asia Pacific grew by 5.6 percent in 2017 to US$156 billion, overshooting previous forecasts and ensuring the region holds its position as the second largest market after North America ($196 billion). Given this rapid growth, there is a need for brands to leverage data analytics to further deepen the engagement and effectiveness of their advertisements.

“We are extremely excited to partner with Tribal Worldwide. Globally, neuromarketing is the new frontier of the advertising industry, helping companies optimise their marketing dollars through cognitive science,” said Mr Victor Levin, chairman of NeuroTrend. “We’re pleased to bring it to the global stage from Singapore, and confident that Tribal Worldwide’s clients will benefit immensely from our technology.”

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DDB Asia, Wed, 21 Nov 2018 11:55:07 GMT