Research News Live

Nielsen Launches Behavioral Sciences Institute

April 1 2019 Nielsen has launched a Behavioral Sciences Institute, with the aim of educating leaders across industries on ‘the power of conscious and nonconscious decision making’. The Institute will sit within, and tap the data library of the company’s Consumer Neuroscience division.

The library includes data from 13,000+ projects in more than 40 countries, and the Institute will be led by more than twenty ‘highly credentialed’ Ph.D./M.D. neuroscientists and offer seminars and workshops designed for various levels of expertise. The company boasts sixteen neuroscience labs around the world, as well as ‘the largest patent portfolio in the neurotechnology industry’, with nearly 200 awarded and pending patents worldwide.

Programs on offer will be grouped into three tiers: Foundational sessions, providing introductory knowledge around neurosciencem consumer-related behavioral sciences and economics; Specialized sessions focused on deep learning in areas including how brands can create new habits in their customers and how the brain processes and organizes elements of design; and Custom sessions tailored to address specific questions sought by brands.

Joe Willke, President of Nielsen Consumer Neuroscience, comments: ‘As companies increasingly understand that behavioral sciences can have a significant, far-reaching impact on their businesses – from the products they sell to the ways they sell them – they are seeking expert guidance they can trust. Our Behavioral Sciences Institute will help brands harness the power of true behavioral science and its related fields, and incorporate that knowledge into their day-to-day processes’. According to Jessica Southard, Senior Manager of Consumer Market Insights at Mars, Inc., ‘Nielsen has been instrumental in making the applied behavioral sciences and neurosciences a Mars way of working. Their academic credentials provide tremendous credibility. They’re also able to blend science and academia with real world, touch and feel examples, which ultimately has helped our team grasp concepts in a way that’s clear and obvious in the business applications’. 

Nielsen acquired neuroscience pioneer NeuroFocus in 2011, some years after first partnering with the firm. 

The new institute can be found online at www.nielsen.com/behavioralsciences

Article source: MrWeb

mm
About AMSRS 340 Articles
The Australian Market & Social Research Society Limited (AMSRS) is the peak body for research professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the AMSRS has 52 new company and client-side organisation partners. The AMSRS research professionals and company partners commit to and are regulated by the AMSRS Code of Professional Behaviour.

Be the first to comment

Leave a Reply

Your email address will not be published.


*