The 24-Year-Old Neuro Researcher Reshaping Mindshare's Media Plans and Platform Partnerships

Kelechi Nwankwoala is Adweek's 2024 Media Rising Star

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Kelechi Nwankwoala is the research lead at NeuroLab, the GroupM agency Mindshare’s consumer neuroscience lab, where he measures consumers’ emotions using methods like electroencephalogram, facial expression analysis and implicit association tests. 

Nwankwoala led a global research study in collaboration with Snap, which drew insights from a panel of 28,000 adult participants across 14 markets that now impact the way Mindshare’s clients invest across social platforms. As a result, Mindshare’s CPG, travel and financial services clients rely on Nwankwoala’s datasets to hone their media planning, and other GroupM agencies benefit too.



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This story first appeared in the May 14, 2024, issue of Adweek magazine. Click here to subscribe.