Part of the company’s analytics practice, the Kantar Brand Growth Lab will focus on advanced analytics, big data, artificial intelligence (AI) and machine learning. It will lead global projects that aim to use siloed, unstructured data to produce insights for brands.

Kantar will hire Singapore-based data scientists and business designers as part of the collaboration.

The hub is Kantar’s first in Asia, and follows the launch of similar analytics labs in London and Frankfurt.

Eric Salama, chief executive, Kantar, said: “Kantar is unique in having the most complete view of consumers across the entire demand cycle. The lab will be an integral part of our mission to unlock the power of this data and reveal the deeper insights that fuel growth.”

Kelvin Wong, assistant managing director of EDB, added: “Singapore’s professional services sector is growing, and Kantar’s decision is testament to this. The lab’s innovation mandate is in line with the Professional Services ITM launched in January this year, which seeks to drive innovation in the industry and equip the workforce with specialised skillsets in high-growth areas such as data science, analytics, and artificial intelligence.”