AsianScientist (May 8, 2012) – Nielsen, a global provider of information and insights into what consumers watch and buy, today announced the launch of its innovation hub in Singapore.

NielsenLAB, the first-of-its-kind innovation hub in Asia, will develop new technologies and methodologies in neuroscience, shopper technology, and measurement science to enhance consumer and market insights for companies working to reach consumers in Asia.

A team of Nielsen experts in the fields of neuroscience, shopper technology, and measurement science will be based in Singapore, and NielsenLAB will also engage experts across industries, academia, and government.

The lab will have three centers of excellence. NeuroLAB leverages innovative neuroscience applications to measure consumer attention and engagement through brainwave and other indicators.

The second lab, ShopperLAB, leverages virtual, mobile and eye-tracking technologies to yield critical insights into in-store “hot” buying zones, what shoppers do, see and feel in-store, etc.

The third lab, MSciLAB, will continue to innovate in the areas of market measurement and consumer information to boost coverage of retail outlets in developing markets, particularly in Indonesia, India, China and Africa.

“NielsenLAB underscores our continuing commitment to deliver innovative solutions to help companies identify and capture new opportunities to meet the burgeoning consumer demand in Asia,” said Cheong-Tai Leung, Nielsen’s President of Asia Pacific, Middle East & Africa. “Together, the purchasing power of Asian consumers has never been more compelling but needs vary across markets. By innovating ‘in Asia for Asia’, we are looking to provide companies with even more differentiated strategies to uncover and deliver to consumers’ unique needs – from first-time consumers to those in the middle- and upper- classes and the increasingly more affluent consumers,” he said.

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Source: Nielsen.

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