Duncan Smith

Managing Director

Duncan is a pioneer of Neuromarketing with 15 years in the decision science industry having worked with a range of multinational clients in politics, product development, behaviour change and advertising.

With a background in education and the Life Sciences, he joined Mindlab in 2007 to set up the lab and run operations recording neuro, bio, eye-tracking and psychological measures.

He has been the Managing Director of Mindlab since 2009 and has been responsible for setting up neuromarketing labs in Brazil, (Neurolabs in Recife and FGV Neuromarketing lab in Sao Paulo).

Duncan is a guest lecturer at Sussex, City and Kingston Universities and is Co-author of the ESOMAR neuroscience guidelines.
He’s a seasoned orator having spoken at The Future of Market intelligence (Brazil), 2016 & 2019 MRG conferences, QSP Summit (Portugal), The Channel 4 Plannertarium, Future of Advertising (BAFTA),The British Psychological Society, ISBA conferences, AURA and has been on The One Show, Radio 4, BBC Click, Channel 4 News and Bloomberg News.

His passion is to apply a more scientific approach to consumer insight by incorporating an understanding of how people make decisions.

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