PSB Opens Center of Excellence for Predictive Analytics

WPP-owned MR and political polling specialist Penn Schoen Berland (PSB) has opened a 'Center of Excellence' (CoE) in partnership with i3 Consulting, through which it will offer a predictive analytics service to help clients 'move from insights to foresights'.

PSB conducts research into public opinion on behalf of corporations - including Hollywood studios - and political leaders. i3 Consulting offers a service which combines analytics and business research with industry knowledge.

Through their alliance, the firms will jointly develop analytics tools and frameworks to help clients look ahead instead of back when making business decisions.

Ashwani Singla (pictured), CEO of PSB in South Asia, comments: 'At PSB, we have given our clients a competitive edge by using research to generate the insights needed to persuade publics to act. Predictive analytics enable us to move from insights to foresights, so our clients can look ahead instead of back to gain the knowledge that gives them a winning edge.'

Web sites: www.psbresearch.in and www.i3c.in .