Unlock Marketing Effectiveness

Why HeyLab?

HeyLab uses the power of new marketing science to help businesses make smart decisions that will unlock more effective marketing.

Marketing hasn’t evolved in line with advances in science, despite old models being disproved.

ROI measurements alone don’t tell us the all-important ‘why’. Without the ‘why’ businesses are missing out on growth opportunities.

Better effectiveness can only be unlocked with the new tools and approaches offered by HeyLab.

Our tools

Neuroscience
We use a combination of EEG spatial distribution and frequency data to monitor human emotion, thought and behaviour. Each metric provides unfiltered, unbiased insight into our cognitive affective states in order to unlock marketing effectiveness. We measure:
  • Cognitive load
  • Engagement
  • Motivation
  • Memorisation
  • Purchase intent
Behavioural Economics
Campaigns that have behaviour as a hard target are more effective than those that target soft measures, so we focus our strategy and creative thinking around behaviour change to give our campaigns greater clarity of purpose and use behavioural economics to unlock creative solutions to our behaviour.
Data science
Uniting a scalable data infrastructure, a scientific methodology and machine learning models creates a space wherein our unique data archive can be harnessed to provide an enhanced predictive power and more statistically significant, transformative insights in support of any marketing project.

Answering questions that unlock the most powerful knowledge

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What is really working?
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Why is it working?
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How can we maximise adoption?

Delivering meaningful, results-focussed insight

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Growth codes
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Transformation in marketing
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Progress and change measurement

Measuring effectiveness holistically

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ROI

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Neuro Measurement 

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Neuro Testing

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Intermediary Measures

Our unique products

Developed to unlock effectiveness and growth opportunities across your marcomms mix

Strategic

Nudge Workshop

Descriptor
Problem solving workshop powered by behavioural science.Unlock new, innovative ways of solving marketing challenges using our simple behaviour change framework.

What you can test
A behaviour change framework that determines the behavioural biases relevant to your challenge.

Methodology
A 90-minute workshop with key stakeholders.

Outputs
A suite of behaviour-led solutions.

Benefits
Identify innovative, distinctive marketing solutions.

Brand Safari

Descriptor
Competitive review driven by scientific understanding. Ensure your brand is delivering against the competition with ongoing evaluation of brand appraisal and benchmark against the category.

What you can test
Key brand assets, key campaign assets and brand attributes

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Report of relative increase or decrease of scoring of chosen attributes against brand assets.

Benefits
Review of brand health and impact of comms on overall brand appraisal.

Future Forecaster

Descriptor
Confident decision making through scientific validation. De-risk NPD and innovation by identifying which concepts and ideas to consider for future investment.

What you can test
Different innovation and NPD concepts and ideas.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Hierarchy of which concepts and ideas connect best with people and why.

Benefits
Test-drive your innovation before investing to reduce risk and increase probability of success.

Executional

Content Bible

Descriptor
The marketing science version of a brand playbook or toolkit. Increase content effectiveness by developing guidelines and recommendations for all campaign content including language, imagery and design.

What you can test
Various versions of brand and campaign assets, key messaging and attributes.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Optimised final brand playbook / toolkit with most connective combination of language, design and imagery.

Benefits
Improve speed and scale of buy-in within local markets.

Creative Maximiser

Descriptor
Test various versions of creative and concepts at any stage to optimise and ensure maximum connection.

What you can test
Different final versions of content at concept and creative level.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Recommendations on which content connects best with people and optimisation insights to ensure high engagement, motivation and memorisation.

Benefits
Improve the ROI of your content by optimising before launch.

E-commerce Booster

Descriptor
Digital asset optimisation, powered by science. Pinpoint opportunities to drive conversion and increase growth for your d-commerce.

What you can test
A range of different digital assets including, social content and packaging design.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Benchmarking of assets against category in terms of findability, attributes & saliency. Identification of barriers and suggestions to increase conversion.

Benefits
Increase online conversions, drive sales and reduce barriers to purchase.

Experience Unlocker

Descriptor
Marketing science’s answer to experience measurement. Optimise your brand experience by testing before execution.

What you can test
Relevant brand & campaign assets at all touchpoints across the product experience.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Recommendations on which assets deliver against the brand objectives and suggestions on how best to optimise.

Benefits
Increase customer satisfaction by ensuring the experience is optimised to deliver a positive brand imprint in memory.

Design Codification

Descriptor
Key brand assets, audited using scientific learning. Using science to optimise the design codes of your brand including which key brand assets to prioritise.

What you can test
Full range of possible brand assets, including imagery, design cues, language and audio.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Recommended combination of brand assets best equipped to deliver brand messaging and drive growth.

Benefits
Maximise the effectiveness of communications through clever and creative cues.

Sustainability Re-framer

Descriptor
Harness the full power of sustainability communications by uncovering insight into what visual and verbal frames increase motivation and brand appraisal.

What you can test
Key brand assets, key campaign assets and brand attributes.

Methodology
Implicit testing N=200, EEG testing & eye-tracking.

Outputs
Report of relative increase or decrease of scoring of chosen attributes against brand assets since last report.

Benefits
Review of brand health and impact of comms on overall brand appraisal.

The Benefits: Smart products, smart insights

Learn what is working and why

Pinpoint unique growth codes

Better understand your audience and category

Make more confident decisions and increase ROI

Unlock long-term positive changes that stick within your business

Our marketing science at work

Guinness

Optimising visual stand out and driving new product trial.

Sony

Increasing effectiveness of social media content to increase ROI.

Slimfast

Improving brand visibility and recognition to drive sales at the point of purchase.

Natures Menu

Boosting e-commerce conversion rate, increasing website dwell time and decreasing bounce rate.

Smirnoff

Testing territories for a global conversion platform to understand what connects in different markets.

Green & Black’s

Pre-testing concepts in early stage of creative development to reduce unnecessary cost and increase ROI.

True Instinct

Determining purchase motivation in order to de-risk new product and category launch, and drive sales.

Sea Life

Determining the most effective visuals and language to increase engagement and drive sales.

Our core HeyLab team

Neil Davidson

Neil Davidson

CEO

Aoife McGuinness

Aoife McGuinness

Neuroscience Consultant

Henry Moffett

Henry Moffett

Business Director

What makes us different

We simplify the complex

We are agile

We only measure what matters

Our unique effectiveness metric, The Human Connection Index™

Our developed global and local capabilities

Our values

Giving

An honest, ambitious and collaborative effort.

Unified

Supportive attitude to inspire others to be their truest and best selves.

Mindful

A positive and present perspective.

Brave

Creative courage, passionate voices and empathetic actions.

Thought leadership

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You’re Probably Wrong ep.5: Should Qualitative Research be Dumped for Something Better?

You’re Probably Wrong ep.4: What Really Matters for Brands on Social?

Overview: Social media has become so ubiquitous that everyone has an opinion on how it works and what drives marketing effectiveness. However, not everyone can be right. We’re under the illusion that we are in control on social, that we are rationally commanding the...

You’re Probably Wrong ep.5: Should Qualitative Research be Dumped for Something Better?

You’re Probably Wrong ep.2: Competitive Advantage

That marketing and business is all about finding and maximising your competitive advantage has always been the accepted way to win. But what if it was really about collaborative advantage? Paul Skinner, author of “Collaborative Advantage”, and Jossy Pilgrim, Planning...

Advertising Week Europe: Measuring Gut Feel

Advertising Week Europe: Measuring Gut Feel

Our neuroscience consultant, Aoife McGuinness, recently spoke at Advertising Week Europe's digital event on Measuring Gut Feel. Aoife discussed how neuroscience can inform your communication strategy.

“HeyLab has found a way to translate often alien topics and knowledge into actionable and clearly transformative working methods.”

Business Transformation Agency of the Year, The Drum 2018

Say hey

020 7471 1900

hey@heylab.agency

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