Omnicom Media Group MENA’s research consultancy, Integral, and haystack international, a sensory and marketing research consultancy with headquarters in Belgium, have signed an exclusive deal to co-develop an innovative research offering in the Middle East. The result is the creation of a dedicated neuro-communications unit in Dubai, Integral Sense.
The partnership will see Haystack combine its neuroscience methods with the existing research techniques of Integral. These include eye-tracking, which measures eye movement, EEG, which records the electrical activity in the brain, and Galvanic Skin Response, which measures skin conductivity.
Integral Sense’s services are designed to support content development and creative media initiatives, such as brand integration and product placement.