MDI Gurgaon inaugurates centre for behavioral science and neuro lab

NEW DELHI: The Management Development Institute (MDI) Gurgaon recently inaugurated the Brandscapes MDI centre for behavioral science and neuro lab. The centre aims to generate critical insights that can transform decision-making paradigms in various domains such as finance, economics, marketing, and management.

The inaugural event featured a demonstration of the cutting-edge lab, giving attendees a glimpse into the centre's ground-breaking research projects. The lab has an Electroencephalography (EEG) system, allowing monitoring of the brain's electrical activity. Its applications are wide-ranging, from interpreting consumer behaviour in marketing to exploring the complex implications of risk and emotion in financial decision-making, the official press release read.

In human resource (HR) and organizational behaviour, EEG proves valuable for designing and testing improved employee retention strategies and incentive mechanisms with higher accuracy than self-reporting, the institute said.

Highlighting the importance of the newly inaugurated lab, the director of MDI Gurgaon, Arvind Sahay, said, “The development of behavioural science techniques has given us deep insights into human behaviour drivers, making interventions and policies more effective.”

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Our findings could change policy-making frameworks and management actions, benefiting many stakeholders. It aims to bridge the gap between theoretical knowledge and practical application, driving impactful change in management practices and societal outcomes, he further said.

Speaking at the event, chairman of Brandscapes, Pranesh Misra, said, “MDI Gurgaon, an institute dedicated to knowledge advancement, shares Brandscape's values. In 2024, we have more advanced technologies to study the human mind and psychology. The inauguration of our Centre demonstrates our commitment to exploration and discovery.”

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