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AUSTIN, Texas, Oct. 29, 2013 /PRNewswire/ -- A new brand-research center has launched in Austin. The Behavioral Science Lab has been created to better identify consumer behaviors and to better understand how people choose products and engage with brands.
BSL is a partnership that teams the conceptual and strategic thinkers at Sanders\Wingo with the scientists and analysts at Somerset Consulting.
"The problem today is that marketers still can't answer the question: What is the most effective way to engage with my audience?" said Christian Goy, managing director of the Behavioral Science Lab. "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."
BSL focuses on the way people process experiences within their daily lives. A multitude of factors influences decisions in brand preference and final purchase, yet the status quo of marketing research involves one study to determine engagement and another to identify preference. BSL is evolving the process to identify all factors that individuals experience as a whole.
Sanders\Wingo SVP for Consumer Insights and Strategy James Lanyon added, "Sanders\Wingo's partnership in Behavioral Science Lab is our way of demonstrating our commitment to real innovation in the marketplace. We believe that the work we're doing will have a positive impact on our industry and offer our clients a competitive advantage they can't get anywhere else."
Step into the lab at behavioralsciencelab.com. MINDGUIDESM , the inaugural Behavioral Science Lab tool, is available today. Two additional tools will be rolled out in 2014.
Sanders\Wingo is a welcome departure in the world of creative communications. The agency is home to more than 90 creative entrepreneurs and independent thinkers in El Paso and Austin, Texas, as well as satellite offices in New York and Atlanta. Sanders\Wingo's work includes strategy, media and creative development for AT&T, MINI USA, Burger King, Ocean Alexander, Las Palmas Del Sol Medical Center, GECU and others. Learn more at sanderswingo.com.
About Somerset Consulting Group Inc.
Somerset Consulting Group Inc., based in Austin, Texas, offers applied research solutions for individuals, organizations and communities. Somerset helps clients achieve sustainable superior performance through improved management skills, stronger workplace culture and customer acquisition. Learn more at somersetcg.com.
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