Jaywing teams up with Imperial College to investigate consumer behaviour

Marketing and data science specialist Jaywing has announced a collaboration with London’s Imperial College to investigate consumer behaviour and emotional responses to marketing. The Sheffield company will use the College’s Data Observatory facility to apply controlled scientific research and analysis as a way of understanding and predicting how audiences react to marketing stimuli. Imperial College researchers will work alongside Jaywing’s creative and 60-strong data science teams. Read more Marketing specialist Jaywing make new hire The programme will apply technologies such as functional magnetic resonance imaging, electroencephalography and steady state topography to measure brain response and changes in physiological state. It is hoped the results of the study and newly explored methods can be integrated into future campaigns. Martin Boddy, CEO of Jaywing, said: “We are at the forefront of a step change in how…


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