In brief: SPH ‘neuromarketing’ partner raises seed funding

NeuroTrend, a neuroscience technology company, has raised US$1.5 million seed funding led by Trive Ventures. Other investors include known startup angels Lim How Teck and Lim Ho Kee.

Originally from Russia, NeuroTrend has now established its international headquarters in Singapore. Since April 2018, it has opened three neuromarketing labs, two of which are located in the premises of its partners Singapore Press Holdings and Tribal Worldwide.

Source: Trive Ventures

Neuromarketing applies techniques from psychology and cognitive neuroscience to marketing research.

NeuroTrend’s solution works by recording the eye movements, facial expressions, and other physiological measurements of focus group participants, using polygraph, facial recognition, and eye-tracking equipment.

It also records brain signals via a headset. The startup then analyzes this data using AI-driven software that examines the participants’ interest, emotions, attention, and memory.

NeuroTrend will use the funding to establish a research and development lab in Singapore and to hire engineers and scientists for its Russia-based analytics lab.