XM Asia Pacific Builds Behavioural Sciences Unit

Digital marketing agency XM Asia Pacific, a part of WPP, has announced the launch of a Behavioural Sciences practice, building on the expertise in the Consumer Experience Lab it established last year.

The lab uses a range of techniques including Tobii eye-tracking technology and usability metrics to examine how Asian consumers engage with information from both digital and traditional media. The new practice will add quant and qual research expertise and big data technology to help put consumer attitudes and behaviour in context.

CEO Paul Soon (pictured) says the agency 'helps brands to understand what consumers are doing online, and to build meaningful experiences that make consumers' lives better - driving positive feedback and loyalty which is much more valuable and sustainable in the long-run'.

Web site: www.xm-asia.com .