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Kantar has launched its first research and development lab in Asia that will focus on advanced analytics.

The lab, named ‘Kantar Brand Growth Lab’, is part of the WPP-owned agency’s three-year collaboration with the Singapore Economic Development Board (EDB), and aims to transform data into insights that drive customer-centric decision-making and sustainable growth through big data, machine learning and artificial intelligence.

The partnership will also include the hiring of data scientists and business designers to boost the Singapore’s workforce.

“Businesses are data-rich but insight-poor. The metrics they measure allow them to drive impact in the short-term, but fail to provide the holistic understanding that can effectively direct long-term strategy,” said Eric Salama, chief executive officer of Kantar.

“Kantar is unique in having the most complete view of consumers across the entire demand cycle. The Lab will be an integral part of our mission to unlock the power of this data, and reveal the deeper insights that fuel growth.”

This article was originally published on www.thedrum.com can be viewed in full

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