Jaywing sponsors lengthy consumer behaviour study

(ShareCast News) - Jaywing was embarking on an ambitious study of consumer behaviour on Tuesday, announcing the formation of a strategic collaboration with the Data Science Institute at Imperial College London.The AIM-traded company said it had agreed to sponsor a three-and-a-half year research programme, to measure cognitive response through neuroimaging technology.Over the period, researchers from Imperial will use the institute's Global Data Observatory and work alongside Jaywing's 60-strong data science teams on real-life client challenges.They would use advanced neuroscience techniques, the company's board said, applying the DSI's technologies to learn why consumers make the decisions they do and which brain areas are responsible.The findings from the study would be integrated into the design process of data-driven marketing, and it was intended that the research would lead to new methodologies in future data-driven marketing, new innovations in data product design and a scientific framework to predict emotional responses to marketing stimuli."This project is extraordinarily exciting and presents a rare opportunity to be at the vanguard of a step change in how we use data in marketing," said Jaywing CEO Martin Boddy."The programme has the potential to disrupt the marketing industry, changing the way marketing is done and the role played by marketing agencies," he added.Yike Guo, founding director of the DSI at Imperial College London, said the commercial sponsorship provided the university with the opportunity to invest in important and cutting-edge technologies, as well as employing some of the best minds working hard on ground-breaking research projects."We're delighted to have Jaywing on board. Not only do we look forward to developing exciting new ways to approach marketing challenges, but also to working with Jaywing's brightest data scientists," he said.