SIS Launches 'Integrated Research' Division

US-based SIS International Research has launched an 'Integrated Research' unit, pulling together traditional methods, sensory research techniques such as biometrics and eye tracking, and access to the company's big data platform. Joe Messina joins the unit as Research Director.

Founded in 1984, the firm offers a full range of services including fieldwork, data collection and strategic market research, from offices in New York, Los Angeles, London, Berlin, Frankfurt, Manila and Shanghai. In November, SIS launched a big data practice, offering access to the SIS-SQREEM Technologies big data platform.

The new unit will use methodologies such as eye-tracking and emotional measurement technology to evaluate brand communications as the consumer is immersed in the experience, with the findings then combined with qualitative interviews or survey results to understand the key drivers of consumer perceptions and actions. Messina takes the title of Research Director, Integrated Research Services, having previously held senior positions at Vivo BVA, HCD Research, and Perception Research Services; and gained experience in shopper, packaging and in-store media, digital advertising, UX/UI, as well as print and television.

Company President Ruth Stanat (pictured) says the new unit will help clients 'gain a full view of their business landscape', and explains: 'As consumers are bombarded with multi-sensory, interactive brand communications, the ability to garner emotion and create a memorable experience is critical to understanding and influencing behavior'.

Web site: www.sisinternational.com .