Neuro-com­mu­ni­ca­tions ser­vice launches

In­te­gral Sense to sup­port con­tent de­vel­op­ment and cre­ativ­ity

Gulf Marketing Review - - BACK STORY -

Mid­dle East OMG MENA’s re­search arm In­te­gral and haystack in­ter­na­tional, a sen­sory and mar­ket­ing re­search con­sul­tancy based in Bel­gium, have co-cre­ated a ded­i­cated neuro-com­mu­ni­ca­tions unit in Dubai: In­te­gral Sense.

The ex­clu­sive part­ner­ship will com­bine haystack’s neu­ro­science meth­ods with the re­search tech­niques of In­te­gral. In­te­gral Sense’s ser­vices will sup­port con­tent de­vel­op­ment and cre­ative me­dia i n it iat ives, such as brand i ntegration and prod­uct place­ment.

“Con­ven­tional re­search meth­ods are in­sight­ful and di­rec­tional on dif­fer­ent lev­els, but it has a lot of lim­i­ta­tions when it comes to un­cov­er­ing the un­con­scious re­sponses of con­sumers. This is es­pe­cially true in our re­gion, where speak­ing one’s mind is some­times harder than it should be a nd re­sponses are fil­tered through a num­ber of guide­lines and habits,” says Ziad Skaff, re­gional ex­ec­u­tive di­rec­tor of re­search and in­sights at OMG MENA.

He adds that neu­ro­science helps de­ci­pher th­ese sub­lim­i­nal pat­terns and be­hav­iours, and craft more ef­fec­tive me­dia ac­tiv­i­ties.

“This part­ner­ship is a ground-break­ing ini­tia­tive that pro­vides ad­ver­tis­ers with clar­ity and pre­ci­sion for their de­ci­sion-mak­ing pro­cesses,” says haystack i nte r n at ion a l’s re g ion a l man­ager for AMEA, Fa­tima El- Khatib.

Neu­ro­science: Ziad Skaff

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.