Tribal Worldwide and NeuroTrend tie-up for neuromarketing lab

Neuroscience technology company NeuroTrend has collaborated with Tribal Worldwide to expand its Asian presence through Singapore. Under the partnership, both parties will roll out the neuromarketing consumer insights lab in Singapore with offerings extended across Asia, providing Tribal's clients with scientific neuromarketing research.The lab is part of a new suite of tools for the customer experience practice under Tribal's Total Experience offering, which provides specialised and integrated solutions led by practitioners and partners across the network in Asia and Europe.NeuroTrend aims to further expand in Southeast Asia, with an additional four neuromarketing labs planned over the next few months. Founded in 2017, NeuroTrend established its international HQ in Singapore and uses advanced neuroscience to uncover consumer insights. It recently raised US$1.5 million seed funding led by TRIVE Ventures. Other investors include start-up angels Lim How Teck and Lim Ho Kee.Earlier this year, NeuroTrend also launched a similar lab with Singapore Press Holdings to provide deeper level consumer insights for advertisers.Among the list of companies NeuroTrend has worked with include Johnson & Johnson, Lays, PepsiCo, Pfizer, Philip Morris and World Wildlife Fund.Marketing has reached out to Tribal for additional information.Individuals who participate in the lab's exercises will be fitted with a non-invasive hardware such as an eye tracker, a wireless headset, a polygraph and a facial reader camera. The hardware will collect an integrated set of signals from the brain, eye movements, facial expressions and other physiological measurements. Focusing on the parameters of interest, emotions, attention and memory, NeuroTrend analyses the data with its proprietary neuroscience complex software and algorithms enhanced by artificial intelligence.“We are extremely excited to partner with Tribal Worldwide. Globally, neuromarketing is the new frontier of the advertising industry, helping companies optimise their marketing dollars through cognitive science. We’re pleased to bring it to the global stage from Singapore, and confident that Tribal Worldwide’s clients will benefit immensely from our technology," Victor Levin, chairman of NeuroTrend, said.Leslie Goh, Tribal Worldwide Asia's COO, said the Neuromarketing Consumer Insights Labs offers scientific neuromarketing research for web, product and even traditional ad concept testing, giving brands a better understanding of content consumption behaviour."These insights and data intelligence help us to optimise and enhance the product that we create before it goes out to the market, therefore driving marketing effectiveness and impact for clients," she said.(Read also: DDB Group Singapore shuffles management roles)