AAR & Company Continues To Invest In Its Cognitive Research Lab

AAR & Company is deepening its investment in market intelligence by funnelling an undisclosed amount into its Cognitive Research Lab. The move strengthens the company’s presence as the preferred marketing architecture company in Southeast Asia.

The Cognitive Lab’s mission is to decipher the purchasing behaviour, how customers think and act in the modern economy. By analysing the patterns behind a purchase and matching them with specific marketing touchpoints, the Cognitive Lab builds an architecture framework that enables businesses to execute their marketing tactics with precision. This is done via its templates, checklists and SOPs that use the logic derived from the research outcome.

"Marketing is usually treated as a grey area that is full of mystery, but it’s actually a study of how humans behave when they want to purchase something," says Azleen Abdul Rahim, the Senior Partner of AAR & Company. "Our continued investment in the Cognitive Research Lab is about building the architecture that makes marketing predictable. We take those complex patterns we find in the Cognitive Lab and turn them into simple, actionable SOPs that any business can install."