Unlimited has set up a new division staffed by neuroscientists, research practitioners, trend analysts, data scientists and behavioural scientists to support all agencies in the group with the launch of the Human Understanding Lab.
Dedicated to analysing and uncovering insight to power a client’s performance, Unlimited says the Lab will blend data with modern research methods to evaluate how people interpret, perceive and feel the world around them, to deliver actionable and measurable insights, rooted in human behaviour.
The division will be led by Dr Andy Myers, Dr Cristina Balanzo, Dr Stephen Welch and Chris Bland, behavioural science lead, supported by a UK-based team of 120 experts.
The group argues that even before Covid-19, an end-to-end insight-based performance cycle that enables brands to understand and pivot to meet customers’ needs was important. Now, understanding exactly how customers’ attitudes and behaviours have changed, is critical.
Unlimited insists the Lab does this through its new framework that demonstrates a deep understanding of human emotion, motivation, and action, and the wider contextual meaning that affects internal processing.
It also claims that some of the services available through the Lab include ways of identifying untapped market opportunities, techniques to uncover human motivations, end-to-end journey diagnostics and a comprehensive suite of communication effectiveness tools.
Unlimited chief executive Tim Hassett (pictured) said: “World-class campaigns and customer engagement have to have genuine, behaviour-led insight at the core, which is why we have completely remodelled 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. The formation of our divisions has grown organically through client conversations around simplifying our offering to enable them to access our talent and expertise more easily.”
The Lab supports Unlimited four divisions; marketing (TMW Unlimited), communications (Health Unlimited, Fever Unlimited and Nelson Bostock), insight and analytics (Realise Unlimited and Walnut Unlimited) and digital (Splendid Unlimited).
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