Lab announces milestone merger to meet growing Neuromarketing demands


We are delighted to announce the merger with specialist neuroscience consulting firm, Neuro Agency, founded by renowned NLP Developer and speaker, Daryll Scott (Lab Director of Human Technology). The merger comes after the successful partnership between Lab and Neuro Agency through 2015 and 2016.

Scott started his foray into the digital industry during the technologically disruptive decade in the mid-nineties, as the founder and MD of below-the-line design agency 'Truecolours'. Over the past ten years, Scott has dedicated his career to the most disruptive technology of all - the human nervous system. Mentored by American linguist and the co-creator of Neuro-Linguistic Programming (NLP), Dr. John Grinder, Scott became an expert in the field of NLP and has worked with some of the UK's most prestigious brands including Microsoft, Apple, Deloitte, Barclays and Pret-a-Manger.

Scott continues to speak internationally on the subject of NLP, and as one of only four accredited NLP Developers in the UK, Scott is bringing tremendous insights into human behaviour and psychology back into an agency environment, positioning Lab to be industry leaders in the emerging field of Neuromarketing.

“Out of a fascination of what makes people tick and what makes people click, and wanting to join the dots in my career from creative industries and applied psychology, I developed a bureau service for agencies doing Neuromarketing,” says Scott. “I worked with a broad range of really great agencies, but in the end, I decided to join Lab. The reason for which is that they are the most playful, curious, passionate bunch of people who are also highly technically competent at what they do. This gives us a really fantastic opportunity to push the boundaries in terms of research and development over the next couple of years.”

Founder and MD of Lab, Jonny Tooze: “I knew it would be fun and interesting, but I honestly didn’t expect it to work this well. We’re now creating neuro-frameworks, which guide our creativity and ideas. Before we were experts in research, analysis, creative design, planning and execution – but we realised that combining those skills with a true understanding of humans would create something special. It has and I’m bloody excited about it.”


Leading in Neuromarketing

Neuromarketing is the art of finding out what’s going on in the emotional, irrational consumer. It is ultimately about applying techniques and methods from neuroscience in combination with biofeedback devices to find out what’s really going on when we make complex choices.


What is it that’s really making us click?

“At Lab, we blend a number of tools within Neuromarketing,” adds Scott. “We use neurometrics (EEG specifically), along with a handful of biometrics that include the biologically trackable responses in your nervous system: eye tracking, facial expression tracking and skin response. We are also using some psychometrics, specifically the non-verbalised and instinctive psychometrics – things like implicit response testing. By blending all of these techniques, we can ask the critical questions and find out what the perceptions are of your brand.”

Lab’s mission with the investment into Neuromarketing is to observe, measure, anticipate and respond to how people make decisions in an emotional, non-conscious way and to deliver interpretations – not just data. 

Tom Head, Director at Lab, commented: “Here at Lab, we believe that creating effective digital experiences is about putting human behaviour at the heart of what you do. Daryll’s experience and capability as one of the leading figures in this world allows us to offer insight and value to our clients that is fundamentally changing the way they communicate with their customers. We are incredibly excited about what we’re now able to deliver but have a clear focus on results as that’s what matters to our clients.”


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Paige Guyan - Marketing Manager at Lab

By Paige Guyan

Paige brings a decade of marketing experience to Lab. Paige has been a published journalist in the American music and fashion industries, and is now an Inbound Certified marketing professional within the UK digital community.

Keep up with Paige on Twitter @paigeguyan.

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