In Singapore, Nielsen has launched an Asian ‘innovation hub’ incorporating divisions for neuroscience (NeuroLAB), virtual, mobile and eye-tracking technologies (ShopperLAB) and market measurement and consumer information (MSciLAB).
NeuroLAB’s brief is to use neuroscience to provide actionable insight for advertising, branding and product packaging; ShopperLAB’s goal is to optimise in-store purchasing; MSciLAB is tasked with ‘leveraging Nielsen’s measurement science expertise to boost coverage of retail outlets in developing markets, particularly in Indonesia, India, China and Africa.’
NielsenLAB is working in association with the Singapore Economic Development Board, whose Assistant MD Quek Swee Kuan says: ‘Singapore is committed to further developing our consumer insights capabilities to help more companies understand Asia through Singapore. With Nielsen’s global track record in innovation, we are delighted that Nielsen has chosen Singapore for the first NielsenLAB outside the USA.’
Cheong-Tai Leung, Nielsen’s President of Asia Pacific, Middle East & Africa adds: ‘Together, the purchasing power of Asian consumers has never been more compelling but needs vary across markets. By innovating ‘in Asia for Asia’, we are looking to provide companies with even more differentiated strategies to uncover and deliver to consumers’ unique needs - from first-time consumers to those in the middle- and upper- classes and the increasingly more affluent consumers.’
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