The agreement covers pharmaceutical and consumer healthcare sectors and RedHealthAsia will licence use of The Mind Lab’s TootSuite application, which includes its Implicit Association Test which is used to better understand consumers or prescribers emotional response.

RedHealthAsia’s managing director Scott Davies said: “For some time we have known that there are some weaknesses with certain traditional methods in terms of understanding a respondent’s emotional response to marketing stimulus such as advertising and detail aids.

“But as well as understanding the rational response to marketing stimulus, we need to understand emotional response and working with The Mind Lab enables us to develop these techniques for healthcare and for Asia.”