SMU and the Agency for Science, Technology and Research (A*STAR) have collaborated to establish a new centre focused on using technology for people-centric issues and human behaviour. The Centre for Technology and Social-Behavioural Insights (CTSBI) will conduct studies and develop technologies to better understand human relationships, including customer-business and employer-employee relations. Study findings and technology innovations are expected to accurately pinpoint consumer preferences, identify good marketing strategies, and facilitate urban planning, among others. SMU Behavioural Sciences Institute Director Professor David Chan commented, “There has been increasing interest in academia, government and businesses to use big data and behavioural sciences to address important economic and social issues. Our approach in this new centre will combine the data-driven sense-making methods in social technologies with the hypothesis-driven approaches in behavioural sciences.”