KARACHI: The School of Business Studies (SBS) of the Institute of Business Administration (IBA) has signed an agreement with pharmaceutical firm Searle to set up a consumer neuroscience lab.

A statement issued here on Thursday said that the Rashid Abdulla Consumer Neuroscience Lab “will transform consumer research and collection of data through knowledge and understanding of neuro-marketing and behavioural research”.

This is a huge opportunity for academics and practitioners to get unbiased responses in real time to enable an accurate depiction of buying behaviour, it added.

The ceremony was attended by Searle’s Managing Director and Chief Executive Officer Dr S. Nadeem Ahmed while the IBA was represented by Executive Director Dr S. Akbar Zaidi.

Published in Dawn, October 29th, 2021