MMA Global APAC Launches MOCA Lab to Test Advertising Effectiveness

MMA Global APAC has announced the launch of its new research lab, Motivational and Contextual Alignment (MOCA). The lab aims to investigate whether aligning advertising and media to consumer purchase motivations can improve sales outcomes.

The MOCA lab is designed to provide marketers with independent evidence on whether tailoring advertising campaigns to deeper consumer motivations can yield better business results. The process involves analyzing existing creative and media contexts using RMT Labs' established motivation taxonomy. Campaigns are then split into two arms: one motivation-aligned and one business-as-usual, both on the same budget.

According to MMA Global APAC, an independent read will measure business outcomes such as sales, conversions, or visits. Participating companies will receive a motivational profile of their creative and an independent assessment of campaign performance. The lab requires participants to commit for 8 to 12 weeks within a coming quarter.

The initiative draws on RMT Labs' motivation taxonomy, built from over 100 million observed choices, and research from the Wharton Neuroscience Initiative, which indicates that measured brain responses can predict market outcomes. The MOCA lab involves collaboration with RMT Labs, the Wharton Neuroscience Initiative, and activation partners.