SP Jain to Set Up Cen­tre for Neuro-mar­ket­ing in S’pore

The Economic Times - - Career & Business Life - Varuni.Khosla@ times­group.com

New Delhi: Aus­tralian busi­ness de­gree school SP Jain School of Global Man­age­ment is set­ting up an ad­vanced neuro-mar­ket­ing cen­tre at its Sin­ga­pore cam­pus in the next two months. With this, the school aims to bring mar­ket re­search by in­tro­duc­ing sci­en­tific study of the cor­re­la­tion of com­mer­cials and the emo­tions evoked by them.

The lab, which will come at an undis­closed cost which the school did not dis­close to ET, is be­ing set up un­der Dr Ni­co­las Hamelin who has about 10 years of ex­pe­ri­ence in mar­ket­ing, consumer be­hav­iour and ad­ver­tis­ing re­search.

This will aim to pro­vide re­searchers, mar­ket­ing ex­ec­u­tives and man­agers with mod­ern sci­en­tific tools and prac­ti­cal know-how to bet­ter un­der­stand con­sumers’ emo­tional re­sponses, at­ten­tion, mem­ory and de­ci­sion mak­ing pro­cesses.

“The ad­vance­ment in cog­ni­tive and neu­ro­science have re­vealed that the sub­con­scious and emo­tions play a big role in de­ci­sion-mak­ing. Since a consumer’s de­ci­sion process mostly take place is the un­con­scious, it is im- por­tant that the in­dus­try looks be­yond tra­di­tional mar­ket re­search. Tra­di­tion­ally it was based on ques­tion­naires,” Hamelin told ET.

The school will part­ner with in­dus­try as well to get more in­sights on what drives a cus­tomer's mar­ket­ing de­ci­sions. The mar­ket­ing lab will be us­ing ad­vanced EEG, skin con­duc­tance, elec­tromyo­g­ra­phy (record­ing of elec­tri­cal ac­tiv­ity of mus­cle tis­sue) as well au­to­mated eye track­ing sys­tems.

"Due to the high level of sci­en­tific back­ground and knowl­edge-trans­fer re­quired train­ing, the do­main will be have a full time mar­ket­ing pro­fes­sor in its first phase," Ni­tish Jain, school pres­i­dent said.

SP Jain es­tab­lished its first cam­pus in Dubai in 2004 has since set up schools in Sin­ga­pore, Syd­ney and Mum­bai. The school is ac­cred­ited by the Ter­tiary Ed­u­ca­tion Qual­ity and Stan­dards Agency in Aus­tralia and is li­censed by the Knowl­edge and Hu­man De­vel­op­ment Au­thor­ity of the Dubai govern­ment.

The lab is be­ing set up un­der Ni­co­las Hamelin who has about 10 years of ex­pe­ri­ence in mar­ket­ing, consumer be­hav­iour and ad re­search

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