How do you challenge consumer misconceptions about Singapore, when by there very nature they are subjective? Misconceptions such as ‘Singapore is boring’, ‘It’s too expensive’, ‘It’s soulless compared to other Asian cities’.
By making the subjective, objective!
Partnering with two neuroscientists, we used EEG headsets to monitor families as they explored Singapore. Using EEG headsets allowed us to track their emotions in real-time, allowing us to quantify how Singapore makes people feel and plotting it against a map of the city.
This world-first study – the Singapore Emotion Travel Guide – allowed us to create an interactive travel guide curated by emotions, that allowed travellers to plan a trip based on how they wanted to feel, not just by what they wanted to do.