We live to decipher people’s behavior.

People behave, experience and process things within their daily lives not in isolation. Not one factor but multiple — cognitive, emotional, social, everything we experience, influences our decision in brand preference and final buying decisions.

That is why marketing research needs to evolve from delivering isolated results — where one study determines engagement and another only identifies preference — to methodologies that identify all factors that individuals experience, from a holistic point of view.

Not only are we nerds at heart, we feel that current research techniques and tools don’t provide a full understanding of the “why” people engage and purchase. That’s why we develop our own tools to help our clients redefine the way they engage with their customers.

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The marketplace moves faster than brands do. We developed BSL to identify, study and incubate behavior trends so we can isolate what drives them. With this understanding, we can bring opportunities to our clients before they need them.

We are here to answer
any question you may have.

Behavioral Science Lab
2222 Rio Grande
Third Floor, Bldg. C
Austin, Texas 78705

T: (512) 476.7949
F: (512) 476.7950


We are nerds at heart.

We created the Behavioral Science Lab to help our clients understand the full picture of how people behave, and how they choose and process experience in their daily lives.

By using behavioral-economics methodologies and applications, we are able to gain insight that our clients find invaluable in the development of products, environments, services and communications.

We redefine the way you see and think about your customers.

The Behavioral Science Lab is a partnership of Sanders\Wingo Advertising and SentienTech.

If you have a passion for psychology, economics, marketing, innovation and consumer research, send your résumé to Careers@behavioralsciencelab.com

MINDGUIDE is a new behavioral-economics methodology that allows us to explore individuals’ true needs and desires in their totality.
What it can do
It deciphers the true nature of how/why people engage and purchase.
  • Proprietary tool that explains and verifies behavioral economics
  • Redefines audiences by how they think and act, not by their demographics
  • Optimizes efficiency of the interaction between a brand and buyers
  • Scalable and applicable across categories
How it works
MINDGUIDE enables us to clearly understand all behavioral drivers that influence a consumer’s preferences and purchase decisions. By combining qualitative and quantitative customer studies, we are able to identify and clearly define …
How it’s different

Traditional Qualitative
Traditional Quantitative

Moderator/Researcher Data Collection Bias

"Groupthink"/"Loudmouth"/Outlier Bias

Results "Reproduceability"

Results "Interpretability"

Results Utility

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Launching in early 2014.

Launching in mid 2014.


For the retail food store and CPG marketer, the cost efficiency of mass-media advertising has declined in the past 20 years. Media advertising has been replaced with promotions, discounting, merchandising and new media, but these media too appear challenged in achieving the levels of brand loyalty linked to high payback.
  As a result, the Behavioral Science Lab (BSL), a joint Sanders\Wingo and Somerset Consulting Group undertaking, executed a shopper marketing study through the MINDGUIDE tool to develop true grocery-shopper understanding.
  The initial inquiry focused on whether Millennial moms who did the bulk of the shopping for their households are different from other shoppers and, if so, how?

Register for the webinar

Cracking the Code on Why
We Give to Charities

During this webinar, the Lab’s Christian Goy and Dr. Tim Gohmann will show how individuals decide to donate to a charity, help evaluate how charities understand their donor segments, and provide insight on how a charity can increase donations.

Wednesday, April 2, 2014 — 11 a.m. PST/1 p.m. CST

Charitable Giving

The decision to give to a charity is personal, often making the donor’s specific motivations difficult to obtain. Donors themselves may not understand the specific reasons, or may be motivated to present a socially acceptable, but far from candid, rationale. Regardless of which answers donors provide, the true picture is cloudy. As this is a difficult-to-market-to audience, the Behavioral Science Lab was approached by the local arm of a national charity to help solve this problem.

Available Summer 2014.


The next generation of consumer insight.

  • “Cracking the Code on
    Why We Give to Charities”