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