Purpose and Lotto Set Up Neuro Design Lab

The partners of UK-based brand consultancy Purpose have teamed up with neuroscientist Dr Beau Lotto to launch a lab called Beautiful Mind, offering a combination of neuroscience, behavioural science and 'design thinking' for examining customer and client behaviour.

The venture brings together Dr Lotto (pictured), Professor of Neuroscience at University College London; Purpose directors Stuart Youngs, Giles Redmayne, Rob Howsam and Terry Carrington; and neuroscientists Dr Rich Clarke and Anna Starkey. The Beautiful Mind team will focus on helping brands and businesses better understand the way their market and audiences think and behave, in order to deliver more compelling and relevant interactions with them. The team says they do this by 'asking better questions and challenging received wisdoms', using scientific research methods.

In addition to developing several new experiential products, the company is also currently offering access to a pop-up laboratory in the form of a night club/cabaret, which it claims will liberate field research from the 'inhibiting contrivances' of a focus group setting.

Web sites: www.purpose.co.uk and www.lottolab.org .