NEWS12 October 2010

Millward Brown’s neuroscience arm opens in Australia

Asia Pacific Technology

AUSTRALIA— Millward Brown has launched its neuroscience services in Australia and carried out a survey into the recent federal election campaign to showcase the technology.

The WPP-owned agency unveiled its neuroscience practice earlier this year, helmed by former head of innovations Graham Page (pictured).

Services on offer include brainwave measurement (in partnership with US-based EmSense), eye tracking and implicit association testing.

Page said: “Neuroscience-based methods can be extremely valuable tools to understand consumer reactions and help explain behaviour, yet for many marketers it’s difficult to navigate all the hype and hyperbole.

“Over the past six years, Millward Brown has worked with leading academics to review neuroscience techniques and understand what works and what doesn’t. Today, neuroscience complements our more established research tools and we use robust techniques with a proven track record where they can deliver additional insights to clients.”