XM Asia Pacific launches behavioural sciences practice

Digital marketing agency XM Asia Pacific has launched a Behavioural Sciences practice. It leverages the agency’s existing Consumer Experience lab, which was launched in 2012.The lab utilises technologies such as Tobii eye-tracking, along with heuristic techniques and usability metrics, to pinpoint how Asian consumers view, absorb and use information they see on websites, digital ads and traditional media.The Behavioural Sciences practice will now also incorporate qualitative and quantitative insights. This will be coupled with self-learning big data algorithms that allow XM’s team to put the behaviours they observe in the digital space in the context of consumers' attitudes and motivations.“At XM, we believe in bringing brands and consumers closer together in mutually beneficial relationships. We do this by helping brands to understand what consumers are doing online, and to build meaningful experiences that make consumers' lives better - driving positive feedback and loyalty which is much more valuable and sustainable in the long-run,” Paul Soon (pictured), CEO of XM Asia Pacific said.