Nielsen to Open 'Asia Innovation Centre'

In Singapore, Nielsen is investing an initial sum of $SG 14m over the next five years in the launch of an 'Asia Innovation Centre', to encourage the development of new research and measurement techniques for organisations operating across the continent.

Two years ago, Nielsen partnered with the Singapore Economic Development Board (SEDB) to launch an Asian 'innovation hub', incorporating divisions for neuroscience (NeuroLAB), virtual, mobile and eye-tracking technologies (ShopperLAB) and market measurement and consumer information (MSciLAB). Once again working with the SEDB, Nielsen will now use its regional client relationships to identify new opportunities for innovation, with a particular focus on the digital arena, and will then work with regional start-ups, suppliers and academia to develop and test new solutions for the market.

The centre will be modelled on Nielsen's US-based Innovation Lab, which the firm opened in 2012 in collaboration with Stanford Graduate School of Business. As a boost to the initiative, Nielsen has committed upwards of 30 employees with expertise in areas such as research, insights and data science, together with contacts at participating universities in Asia, as well as at Singapore-based start-ups and business associations.

Initial projects will include a new reporting tool for cross-platform audience measurement and ad effectiveness, based on Nielsen's Online Campaign Ratings. In addition, the centre will work on developing a card measurement platform tailored for the financial services sector in Asia Pacific, and a retail distribution modelling service which uses geo-satellite technology to assist with product distribution.

Cheong Tai Leung (pictured), President of Nielsen's Southeast Asia, North Asia and Pacific operations, comments: 'Singapore is the globally recognised hub of Southeast Asia with highly skilled talent, world-class infrastructure and a strong underlying commitment to innovation. As all eyes turn to Southeast Asia, we are excited to be spear-heading locally developed innovative solutions in Asia, for Asia which address our clients' growing needs.'

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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