New Agency DecisionLabs Aims to Understand B2B Buyers

In the US, strategist Tim Riesterer has set up a research agency called DecisionLabs, conducting behavioral, neuroscience and field studies to understand how B2B buyers frame value and make choices.

Riesterer (pictured) has twenty years of experience in marketing and sales management, including twelve years working for science-backed sales and marketing training and consulting services specialist Corporate Visions. The new company, backed by Corporate Visions, has been launched to 'get inside B2B buyers' brains' and understand their buyer interactions. The business will focus on conducting behavioral science research, using simulation studies to apply behavioral outcome-based findings to performance. It will also offer access to a Brain Study Lab, which uses EEG, ECG, GSR, eye tracking, and facial recognition equipment and techniques to determine subconscious response and impact; and its field test functionality includes a ten-person call center and a 'lab-in-a-box' solution, through which to test real-world interactions and outcomes.

DecisionLabs' researchers include cognitive neuroscientist Carmen Simon and behavioral scientist and Professor of Marketing at Warwick Business School Nick Lee. In addition, the company's research partners are Ogilvy Vice Chairman Rory Sutherland, Stanford University social psychologist Zakary Tormala, and data scientist Roberto Cavazos, who is on the faculty of the Information Systems and Decision Science department at the University of Baltimore Merrick School of Business.

Riesterer says that unlike traditional analyst firms such as Gartner and Forrester, his business will conduct company-specific experiments that provide custom findings - as opposed to generalized frameworks and recommendations - to help optimize go-to-market strategies. Commenting on the launch, Riesterer explains: 'Ultimately, the plan is for DecisionLabs to aggregate and anonymize the learnings generated by all of these research efforts and create a large body of science-backed results that B2B marketing, sales, and customer success professionals can access as part of both a free and paid subscription community.'

Web sites: www.b2bdecisionlabs.com and www.corporatevisions.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.