Engine Starts Consumer Research Arm

London-headquartered marcoms agency Engine has launched a new insight and research unit to provide clients with an analysis of why and how consumers make choices.

Its new 'Engine Decisions' business uses a proprietary methodology combining social and behavioural psychology, computer simulation of social interaction, and neuroscientific observations.

Through this combination, the unit will deliver behavioural analysis and strategic recommendations on how to reach target consumers for Engine clients across the private and public sectors. The 20-strong team will be led by Jez Groom, one of the founders of comms planning agency Edwards Groom Saunders, which Engine acquired last year.

Groom's team will work alongside Engine's other consumer, behavioural science and psychology experts, as well as Professor Paul Dolan, behavioural science expert at the London School of Economics' Department of Social Policy.

In addition, consumer research agencies Neurosense, Decode Marketing and Work will partner with the new unit.

'Planning and building campaigns on the basis of a deep analysis of consumer decision-making is at the heart of the Engine approach,' explains Engine Joint CEO Debbie Klein. 'Using Engine Decisions, we are able to give brands and businesses an insight into the complex range of factors that determine consumers' choices and so help them to develop their consumer communications and marketing strategies to deliver maximum results.'

Web site: www.theenginegroup.com .