About us. We are not your typical insight company.

We like to think of ourselves as Decision Scientists with an understanding of the sometimes irrational ways people do what they do.

We worked with Mindlab to evaluate our advertising, using neuromarketing techniques. This allowed us to go much deeper and have more accurate answers. Now, as we are working on new campaigns we have a much better insight on what works and what doesn’t add value.

Martim Guedes, Board Director – Aveleda Wines

What makes us different

At Mindlab we don’t look at your problems through a traditional market research lens. We are scientists working in the area of consumer decision making. If we simply ask consumers why they decide to choose a given item, their answers will not reveal the true drivers of their behaviour. Mindlab combines such “explicit” approaches with newer methods that identify implicit attitudes. For example, we get people to make lots of quick, simple decisions under time pressure. By measuring the speed and accuracy of their responses we can infer how confident they are in their choices, and identify the associated concepts that underlie their opinions.

We are investing heavily (in terms of both time and passion) in our testing platform which allows us to test perceptions and attitudes globally. This intelligent platform learns about people as we interact with them. We look at every component so we can make it more effective, faster and intelligent. Our bespoke toolchain for conducting online experiments continues to develop as an automated analysis engine with AI support. It is designed to run across all media platforms with our software that acts as a factory for building web applications customised to any given experiment. We will continue to innovate making test creation and analysis scalable, intuitive and faster. Our capabilities are now only limited by our imagination.

Meet the team

We’re all scientists from a diverse range of backgrounds. We have a vision where all decisions are good decisions and we are passionately committed to helping you make the right ones.

Duncan Smith

Duncan Smith

Managing Director


Duncan is an experienced practitioner with 11 years in the neuromarketing industry having worked with a range of multinational clients in politics, product development, public relations and advertising.


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Joe Hilling

Joe Hilling

Director of Innovation


Joe Hilling has been with Mindlab for 10 years. With a background in theoretical physics and mathematics, he specialises in the design and implementation of new technologies within the field of neuromarketing.


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Juliane Beard

Juliane Beard

Director of Research


Juliane Beard is an experienced neuroscientist and psychologist who has been with Mindlab for 5 years. She has extensive expertise in both designing and conducting neuromarketing studies.


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Dr David Lewis-Hodgson

Dr David Lewis-Hodgson

Chairman


Dr David Lewis-Hodgson BSc (Hons), D.Phil., FISMA, FRSM, AFBPsS, Chartered Psychologist.


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Dr Dylan Evans

Dr Dylan Evans

Account Manager


Dylan Evans has a BA in Linguistics (Southampton), an MA in Psychoanalysis (Kent) and a PhD in Philosophy of Science (LSE).


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Dr Andy Bond

Dr Andy Bond

Analyst


Andy Bond has a background in theoretical physics (PhD, University of Sussex), and works at Mindlab as an analyst.


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Patrick Murray

Patrick Murray

Financial Director


Patrick has a wealth of finance and business development experience gained whilst working in the Media, Transport and Logistics sectors.


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Charlie Howard

Charlie Howard

Senior Data Analyst


Charlie has an MMath in Mathematics. He has worked at Mindlab since graduating in 2017, and is now the Senior Analyst, primarily focusing on statistics, data visualisations and database design.


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Rory Mitchell

Rory Mitchell

Account Manager


Rory Mitchell has a bachelor’s degree in biology from the University of Exeter.


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Richard Burniston

Richard Burniston

Account Manager


Richard Burniston has a professional background in consumer marketing, with 20 years’ senior-level client-side experience at Warner Bros.


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Tammy Gee

Tammy Gee

Head of Operations


Tammy Gee, our Head of Operations works alongside the Account Manager project team and Directors to implement operational processes, helping us deliver the best service to our clients. 


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Karl Doswell

Karl Doswell

Application Architect


Karl is a physics graduate who started out at Mindlab as an intern and worked his way up to be Lead Experiment Architect.


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Siam Sinotok

Siam Sinotok

Account Manager


Siam has a BSc in Criminology & Social Policy from the University of Loughborough. After graduating in 2017, he spent some time travelling before settling back in his hometown of Brighton.


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Isa Benedetti

Isa Benedetti

Account Manager


Isa has an MA in History of Art from the University of Edinburgh and an MA in Archaeology from University College London.


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Rebecca Cooper

Rebecca Cooper

Experiment Architect


Rebecca is a graduate from the University of Sheffield with a BA in French and Spanish.


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Emma Vaughan

Emma Vaughan

Lead Experiment Architect


Emma has a strong background in Mathematics and has worked in a variety of roles within the digital sector leading to a diverse range of experience in graphic design, web development, digital and traditional marketing.


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Liam Croot

Liam Croot

Research Executive


Liam is a Research Executive with a background in biochemistry. Having worked at Mindlab for over a year, Liam is responsible for the writing of research proposals, project reports and client debrief documents; specialising in our brand research.


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Marilena Adamidou

Marilena Adamidou

Research Executive


Marilena has a BA in Business Management with Specialisation in Marketing and an MA in Marketing and Consumer Psychology. She was born and raised in Cyprus, but has lived in France, Croatia, and now in Brighton.


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Emily Woodgate Jones

Emily Woodgate Jones

Research Executive


Emily has a BA in Psychology and Behavioural sciences and an MSc in Forensic psychology. She is interested in many aspects of human behaviour and decision making, from clinical psychology and neuroscience, to consumer psychology and the science of advertising.


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Kevin Nickells

Kevin Nickells

Developer


Kev has a BA in Philosophy and an MA in Theology. He has worked in IT for over a decade and has an interest in functional programming, theory of programming and hermeneutics of code.


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Sarah Bell

Sarah Bell

Offfice Manager


Sarah has a Masters in Contemporary Performance and has worked as an Office Manager for nearly a decade in a variety of industries.


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Lee Hobbins

Lee Hobbins

Business Development


Lee carries with him the burden of being a lifelong Birmingham City supporter and as such he takes failure in his stride. He still loves to DJ despite a stint in Ibiza although his modelling career is on hold.


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Seen what we do but wonder who we do it for?

We thought you might like to see some of the clients we work with...

We’ve worked with the team at Mindlab on several projects – what they do has helped us make our content more compelling.  Their scientific studies set our clients’ stories apart from the competition and, ultimately, get us more coverage.

Joe Dyble – Director & Co-founder, On-Broadcast Communications

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