Brand Research 'Behavioral Science Lab' Opens

In Austin, Texas, ad agency Sanders\Wingo and organizational performance specialist Somerset Consulting Group have partnered to open the Behavioral Science Lab (BSL), through which they will analyze the factors that affect how people choose products and engage with brands.

The partnership brings together conceptual and strategic thinkers from Sanders\Wingo with scientists and analysts from Somerset Consulting, who will use proprietary methodologies to understand all these factors - cognitive, emotional, and social - from a holistic point of view. According to the firms, this differs from a traditional marketing research perspective, where one study determines engagement and another identifies preference.

Christian Goy (pictured), who is MD of the Behavioral Science Lab, explains: 'The problem today is that marketers still can't answer the question: What is the most effective way to engage with my audience? By applying behavioral economics principles and methodologies, BSL helps redefine the way our clients see and think about their audience. They can then introduce more relevant and valuable products, services, messages and environments into the marketplace.'

Web sites: www.sanderswingo.com and www.somersetcg.com .