XM Asia launches digital behavioural science practice pinpointing Asian consumer trends
Regional digital marketing agency XM Asia Pacific today launched a Behavioural Sciences practice that will help brands identify new opportunities to create value for consumers.
“At XM, we believe in bringing brands and consumers closer together in mutually beneficial relationships. We do this by helping 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,” said Paul Soon (left), CEO of XM Asia Pacific.
XM’s new Behavioral Sciences practice leverages and augments the agency’s existing Consumer Experience lab, which utilizes cutting-edge Tobii eye-tracking technology, along with heuristic techniques and usability metrics, to pinpoint how Asian consumers view, absorb and use information they see on websites, digital ads and traditional media. XM launched its Consumer Experience lab in 2012.
The Behavioural Sciences practice will now also incorporate qualitative and quantitative insights, coupled with self-learning big data algorithms that allow XM’s team to put the behaviours they observe in the digital space in the context of consumers’ attitudes and motivations, and in the context of the environment and society as a whole.
“We believe that our Behavioral Sciences practice and the consumer understanding it brings will be the perfect complement to our already strong Planning, Creative and Technology arms. This offering will allow XM to continue to deliver experiences that will strengthen the bonds between brands and consumers, and change our clients’ businesses for the better as a result,” said Edwin Rozells, Head of Planning at XM Asia Pacific.
XM Asia, a JWT company, has strategically built out its consulting practice over the last five years, offering clients tangible, data-driven insight into how to develop or improve their digital presence to better engage consumers.