News Gekko launches neuroscience insights partnership with CloudArmy
GEKKO has partnered with behavioural insight experts CloudArmy to offer a neuroscience research service for brands to identify what their customers really think. The partnership will utilise neuroscience techniques aimed at uncovering unconscious and conscious reactions to test a range of attributes. This includes brand recognition, responses to brand assets and associations and shifts in brand perception. CloudArmy’s tests measure responses at the millisecond scale with the highest levels of accuracy and robustness. Using smartphones to test stimuli and rapid responses and lexical decision-making, this research is able to remove bias often seen in opinion studies to reveal peoples’ actual beliefs. The trial of the product saw more than 200
respondents take part in a study, undertaking a series of tasks focused on looking at a technology brand against its competitive set, assessing perceptions on branding, visual identity and how it sits in the minds of consumers. The results help to offer a clear road map of what needs to change to alter perceptions and therefore sales. This insight gained will help Gekko advise brands on how, for example, brands can adapt their in-store displays and messaging to better appeal to shoppers as well as adapting the training provided to retail staff to help sell a brand’s products more effectively. According to Daniel Todaro, Managing Director of Gekko: “Neuroscience is the new frontier of understanding human behaviour and this technology enables brands to uncover the truth about what customers really think about your brand, as opposed to what they might say. Our initial trial revealed some unexpected actionable insights for a leading tech brand. This will enable them to adapt their strategy to build brand loyalty and drive sales.”
Synopsys acquires WhiteHat Security
SYNOPSYS, INC. has acquired WhiteHat Security, a provider of application security Software-as-a- Service (SaaS). This gives Synopsys access to dynamic application security testing (DAST) technology. “WhiteHat Security helped pioneer SaaS delivery of application security testing and brings powerful technology and expertise into our application security portfolio,” said Jason Schmitt, general manager of the Synopsys Software Integrity Group. “WhiteHat Security’s DAST capabilities complement our strengths in static analysis, interactive analysis and software composition analysis, while their expertise in SaaS will accelerate our security testing SaaS capabilities.”
Tech Data to create sustainable
working environments TECH DATA has announced a Future Workplace plan, where its co-workers in its Basingstoke and Bracknell sites will benefit from office spaces that are being carefully refurbished. Site features will include collaboration zones, and redesigned working spaces, focus booths, casual meeting areas, project zones, multi-faith and mother’s room, along with enhanced break-out and canteen facilities. Both offices will have the same look, design and feel, providing co-workers with a consistent environment and experience. On both sites, co-workers will benefit from bright and open use of floor space with areas for physical, virtual and hybrid interactions.
In addition, the Basingstoke location will house a new dedicated technology centre for resellers, allowing vendor technology demonstrations, proof of concept testing and customer meetings. The Bracknell location already houses the Tech Data Business Solutions Centre.
6 | July 2022 David Watts, managing director, UK
and Ireland, Tech Data, said: “With the Future Workplace plan, Tech Data is making sure that its UK office locations are the best possible places in which to work, meet and collaborate. Designed for purpose and equipped with the latest technology, furniture and fittings, they will be workspaces that are both inspirational and practical and enable co-workers to work together even more effectively in delivering the highest levels of service and support to our customers and partners.” The Future Workplace plan is the
result of a detailed review of Tech Data’s real estate in the UK and Ireland, that aims to deliver fit-for-the-future working environments that will meet the needs of co-workers and the business for the long term. As well as upgrading the Basingstoke and Bracknell offices, Tech Data will take the opportunity of lease events to update its other UK locations.
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