Unlimited Opens 'Human Understanding Lab'

In the UK, marcoms group Unlimited has opened a 'Human Understanding Lab', with a focus on the use of behaviour-led science in driving client performance. The lab supports Unlimited's four divisions: Marketing, Communications, Insight & Analytics and Digital.

Previously known as Creston, and sold to fund manager DBAY in 2016, Unlimited uses techniques including advanced analytics, quant and qual research to drive client growth. Its new Human Understanding Lab comprises a group of neuroscientists, research practitioners, trend analysts, data scientists and behavioural scientists combining data with research methods to evaluate how people perceive and interpret the world around them. Some of the services available through the lab include finding untapped market opportunities, uncovering human motivations, end-to-end journey diagnostics, and a suite of communication effectiveness tools.

The Lab will be led by Andy Myers, Cristina Balanzo, Stephen Welch, and Chris Bland, supported by a UK-based team of 120 execs. Unlimited CEO Tim Hassett comments: 'World-class consumer campaigns and customer engagement have to have genuine, behaviour-led insight at the core, which is why we have completely re-modelled how we work. With Human Understanding at the heart of the divisions, behaviour-led insight is now completely hard-wired into our processes and integral to powering our clients' performance'.

Web site: www.unlimitedgroup.com .