Exclusive Partnership Will Use Perceptual Neuroscience to Pinpoint the Motivators for Human Behavior
NEW YORK, August 25, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, today announced the introduction of the BCW NeuroLab™ Powered by Lab of Misfits, a new offering that will help the agency understand the conscious and unconscious mechanisms that shape audience perception and spark behavior. Led by world-renowned neuroscientist R. Beau Lotto, Ph.D., the Lab of Misfits is a leading perceptual neuroscience lab composed of scientists, artists, designers and technologists. BCW NeuroLab will use perceptual neuroscience to gain a deeper understanding of why audiences think, feel and behave the way they do to help clients drive greater relevance and build genuine and long-lasting connections with their key audiences.
“It’s no secret that what people think or feel can be at odds with what they will voice publicly,” said Chad Latz, Chief Innovation Officer, BCW. “The experiments we perform through our BCW NeuroLab will enable us to study how people experience a variety of stimuli – from language to ideas to images to emotions to events – to help find the values shared between an organization and its stakeholders. Understanding these common frameworks is the basis for truly moving people.”
BCW NeuroLab offers four solutions for clients:
“Without our conscious awareness, our subconscious mind is rapidly interpreting vast amounts of data to form perceptions and opinions that are influenced by our human needs and emotions as well as our historic biases and base assumptions,” said Lotto. “These subconscious perceptions shape our thinking many times faster than our conscious reasoning. Therefore, the value of perceptual neuroscience to communications and marketing is immeasurable as it allows us to pinpoint with absolute precision which actions, experiences, language and other stimuli create interest. I am delighted that Lab of Misfits is BCW’s exclusive partner and am excited to see the impact this work will make for clients.”
Added Latz, “What is so exciting about BCW NeuroLab is that we are creating experiments to test and assess reactions across neural networks to things as straightforward as marketing language or as complex as a perceived universal human truth. When we better understand what genuinely engages an audience – and why – we can create more powerful and authentic connections. In these times of transformational global events, having an understanding of the true perceptions and motivators of audiences is more essential than ever.”