October 28, 2021: The School of Business Studies (SBS), IBA Karachi, signed an agreement with The Searle Company, at the IBA Main Campus, to establish “Rashid Abdulla Consumer Neuroscience
Lab”. The ceremony was attended by The Searle Company’s Group MD & CEO, Dr. S. Nadeem Ahmed, while IBA was represented by the Executive Director, IBA, Dr. S. Akbar Zaidi.

“Rashid Abdulla Consumer Neuroscience Lab” will transform consumer research and collection of data through knowledge and understanding of neuromarketing and behavioral research. This is a huge
opportunity for academics and practitioners to get unbiased responses in real time to enable an accurate depiction of buying behavior.