Neuro-communications service launches
Integral Sense to support content development and creativity
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