DDB Singapore has formed a new partnership with Temasek Polytechnic (TP) to launch a joint Behavioural Intelligence Group (BIG). Together, their research aims to help marketers bridge the gap between consumers’ intentions and ultimate actions.

The study of behavioural science investigates how and why people make decisions and do things. Together, BIG will develop a systems-based scientific approach to examine audiences’ abilities, motivations, and contextual influences on their actions. Using a proprietary framework, they plan to jointly create a new industry standard by which marketing success can be judged.

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