Kelechi Nwankwoala is the research lead at NeuroLab, the GroupM agency Mindshare’s consumer neuroscience lab, where he measures consumers’ emotions using methods like electroencephalogram, facial expression analysis and implicit association tests.
Nwankwoala led a global research study in collaboration with Snap, which drew insights from a panel of 28,000 adult participants across 14 markets that now impact the way Mindshare’s clients invest across social platforms. As a result, Mindshare’s CPG, travel and financial services clients rely on Nwankwoala’s datasets to hone their media planning, and other GroupM agencies benefit too.
“For me, it comes down to empathy,” he told ADWEEK. “All of marketing really is about resonating with a particular person, treating them empathetically, figuring out what moves them [and wondering], ‘How are they going to respond?’”
Nwankwoala is ADWEEK’s…
