IBA Karachi and The Searle Company collaborate to establish Rashid Abdulla Consumer Neuroscience Lab

October 28, 2021: School of Business Studies (SBS), IBA Karachi, signed an agreement with The Searle Company, to establish the Rashid Abdulla Consumer Neuroscience Lab, at IBA Main Campus. The Searle Company was represented by the Managing Director (MD), Dr. S. Nadeem Ahmed, while the Executive Director IBA, Dr. S Akbar Zaidi, signed on behalf of IBA.

The Searle team included Chief Operating Officer, Tahir Ahmed; Chief Operating Officer, IBL Operations, Rizwan Ahmed; Chief HR Officer, Athar Iqbal; Director, International Business, Moujood-ul-Hassan; Director, Regulatory & Business Development, Muhammad Sajid; and Director, Consumer Business, IBL Healthcare, Mustafa Moosajee.

The Rashid Abdulla Consumer Neuroscience Lab will transform consumer research and collection of data through knowledge and understanding of neuro-marketing and behavioral research. This is a huge opportunity for academics and practitioners to get unbiased responses in real time to enable an accurate depiction of buying behavior.

Sharing his thoughts, Dr. Zaidi stated that this collaboration will strengthen the academia and industry linkages. He further added that this was a commendable and major initiative as consumer neuroscience is an emerging field.

Commending the collaboration, Dr. Ahmed opined that education helps instill values and wisdom in individuals. And this partnership will be fruitful in helping the industry and academia to learn from each other.