MUMBAI: Dentsu Aegis Network Ltd. has acquired US-based full-service consumer insight firm Forbes Consulting Group.

Forbes Consulting Group, which has strengths in the neuroscience domain, was founded in 1985 and specializes in both quantitative and qualitative research and analysis, providing consulting services based on its own research methods, data analysis, and consumer insights.

The company has an established reputation for providing insights into what emotional motivations drive the purchasing behaviour of consumers. The MindSight analytic tool that CEO David Forbes introduced in academic journals in 2011 has earned high praise from many leading companies.

The MindSight tool uses groundbreaking non-cognitive techniques to identify the underlying and often unconscious motivations that govern consumer behaviour and to measure the extent to which a brand’s communications and customer experience are activating these motivations.

The Dentsu Group has to date provided market research services to clients in the US through its marketing strategy consultancy Copernicus. Post-acquisition, Forbes Consulting Group will become part of Copernicus and Forbes will be appointed to the position of its chief innovation officer. The addition of new services and capabilities to Copernicus will enable the provision of enhanced value-added solutions to Dentsu Group clients.