Behavioral Specialist Leach Launches Mindstate Group

In the US, former System1 Research exec Will Leach has launched a new company called Mindstate Group, which offers a proprietary behavioral psychology model to help marketers create influential marketing strategies.

Leach (pictured) joined System 1 Research (formerly BrainJuicer) in 2013 as VP of its methodological unit Behavioral Labs, which draws on psychology, neuroscience, behavioural economics and the social sciences, in order to understand and predict human behavior. He was previously Director, Strategic Insights at PepsiCo, where he led Frito-Lay's Shopper Marketing & Retail Testing lab, studying shopping behavior and the application of behavioral sciences to improve marketing. Alongside Mindstate Group, Leach is also the founder of behavior research consultancy TriggerPoint Design.

In his book 'Marketing to Mindstates', Leach demonstrates how to create marketing that uses psychology to break through customers' nonconscious filters and drive purchase behavior. His new Frisco, TX-based firm Mindstate Group taps into temporary moments of influence Leach calls 'mindsets', to help clients learn how to apply behavioral design - either on their own, or in collaboration with his team of 'mindstate marketing' experts. Using Leach's Mindstate Behavioral Model, the firm shows clients how to create behaviorally optimized messaging designed to trigger emotional engagement and drive customers to act.

Commenting on the launch, Leach said: 'I'm thrilled to announce that I have started a new company, Mindstate Group, to help marketing leaders learn and apply the latest in behavioral psychology and mindstate marketing so they can grow their business. In today's VUCA (volatility, uncertainty, complexity and ambiguity) world, brands must understand how to message to consumers' emotional, subconscious mindstates - or else risk wasting precious time and money on marketing that falls flat'.

Web site: www.mindstategroup.com .

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