Impossible measured!
We gather objective data on the ways in which people’s minds work and respond to your business and creative.
MindX is a revolutionary applied science agency, spun out of the Future Minds Lab at UNSW in 2016.
We employ world-class quantitative and qualitative research methods from psychology, neuroscience and UX research to extract objective measures of your brand and communications creative.
Our expert team brings extensive university-based experience, cutting-edge and propriety techniques, and industry-leading talent to drive the growth of brands and deliver outstanding results.
Whether you want evaluation and consulting on your brand’s creative, UX research, or a psychology/neuroscience research project as an end product for a PR campaign—we know research, and we’re here to help.
Who we’ve worked with
Case Studies
Lexus: Driven by Intuition
MindX partnered with Lexus and The&Partnership London on the innovative Driven by Intuition campaign for the Lexus ES. The advert was precisely crafted for intuitive people, yes it's a real thing! using psychological and cognitive profiles of intuitive people as measured by MindX, scripted entirely by bespoke artificial intelligence, and directed by an Oscar-winning director – a true collaboration between science and art, man and machine.
Using proprietary behavioural techniques to measure intuition and decision making, we conducted a multi-stage research program to reveal the motivations and preferences of intuitive people.
This data was used to train the AI and to inform stylistic decisions for filming and editing, thereby shaping and customizing the final advert to speak to intuitive people.
The campaign earned €2m in media through 114 different articles, reached 60 million people in 25 countries, and brand tracking on LinkedIn revealed a 52% increase in people that thought Lexus was visionary and innovative.
See what Joel and Sebastian had to say about the science behind the creative here.
Singapore Emotion Travel Guide
MindX partnered with Streaker and Adhesive PR to develop the neuroscience-based Singapore Emotion Travel Guide.
Using wireless EEG headsets, we captured the brain activity of five families as they explored Singapore’s vibrant multicultural community districts, its exciting food scene, its theme parks, its ‘city in a garden’ attractions, and more.
The electrical brain activity was analysed to identify common emotions and experiences, such as excitement, happiness, relaxation, and interest. The Singapore Emotion Travel Guide was created using this data—a travel guide curated by neuroscience that helps travellers to personalise their trip based on how they want to feel.
