The First and Next-Gen Behavioural Science Labs For The New Era of Influence
Tech, Entertainment, Culture and Commerce
Home to behavioural innovation labs, Mindscope is the global, modern behavioural science authority. We apply advanced behavioural science to uncover and influence the latest behaviours, audience dynamics and high-growth strategies shaping the world’s best brands and platforms across tech, entertainment, culture and commerce - our labs.
Selected and recent client snapshot from each lab.
Ronan Harris
President, Snap Inc. and Mindscope Client
“The work Mindscope is producing is delivering incredibly actionable insights in real-time and at a depth others are not reaching.”
Alex Mahon
CEO, Channel 4 and Mindscope Client
“In a world overloaded with guesswork and noise, Mindscope cut through with clarity and precision. They’ve always been fearless about questioning norms. A place where behavioural science is applied to the collision of culture, media and technology; Mindscope is a sharp, necessary intervention for our industry.”
Dan McGolpin
Executive Director, BBC iPlayer and Mindscope Client
“Mindscope are the most insightful thinkers I know on understanding audience behaviour in this age of immense technological change and digital innovation.”
Our Story
Lea Karam delivering a keynote at Palais des Festivals, Cannes
MIPCOM 2025
Mindscope is a globally acclaimed behavioural science consultancy helping leading organisations grow, humanise, and transform how they connect with modern audiences.
Founded by multi-award-winning behavioural scientist, public speaker and consumer behaviour pioneer Lea Karam, Mindscope is home to the first behavioural science labs built for brands and platforms across technology, entertainment, culture and commerce.
As audiences gain more power and the media landscape continues to fragment, we act as the human compass. By aligning human psychology with digital innovation, we help organisations cut through complexity and scale before consumer expectations even evolve.
Our applied behavioural science expertise blends decision science, audience intelligence, and innovation toolkits to uncover deep human truths, anticipate emerging behaviours, and design strategies that deliver lasting social and commercial change.
Beyond our bespoke consultancy offering, we also provide three flagship solutions: Human Foresight, Strategic Planning, and Cultural Coding. We partner selectively, with clients and missions that shape a tech-for-good future.
Max Fellows, Managing Partner, Mindscope
“As we embark on a new era within the attention economy, understanding the patterns and trends influencing human behaviour and audience psychology will be the differentiating factor between brands that succeed, and those that don’t.
Founded and designed by behavioural science pioneer Lea Karam, Mindscope provides clients with teams, tools, strategies and predictions that sit at the very forefront of the behaviours that shape and shake technology, entertainment, culture and commerce; helping pioneer success after success for tomorrow’s best brands.”
Mindscope pioneered the world’s first modern behavioural science labs: Technology (how tech reshapes behaviour), Entertainment+Culture (audience emotional engagement) and Commerce (consumer decision-making)
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TECHNOLOGY LAB
Behavioural science studies how technology reshapes human behaviour.
The Technology Lab examines how emerging technologies, social platforms and algorithms shape attention, decision-making and social connection. We help platforms and brands understand how their audiences are influenced by technological changes, what they expect, and importantly, why - then guide the development of audience ecosystems, products, apps and comms that reflect human behaviours and enact audience growth that is technological, yet human, ethical and with commercial scale.
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ENTERTAINMENT+CULTURE LAB
Behavioural science bridges media transformation, culture and psychology.
The Entertainment + Culture Lab decodes how audiences emotionally engage with screens, stories and cultural moments. We study how identity, belonging and participation shape modern media behaviour - helping brands, studios, creators and legacy broadcasters create culturally relevant content, narratives and IP that resonate, travel and sustain connection in a fragmented, constantly shifting media landscape.
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COMMERCE LAB
Behavioural science turns consumer tensions into commercial advantage.
The Commerce Lab investigates how people actually decide, choose and buy - across retail, digital commerce and brand ecosystems. We uncover the behavioural drivers behind loyalty, value perception and conversion, enabling brands and commerce innovators to design experiences, pricing and propositions that align with actual modern decision-making in fast-moving hybrid markets.
Across these labs, Mindscope offers three uniquely designed flagship solutions, anchored in psychology and behavioural data
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![Three children lying closely together, wearing colorful glasses, with their heads touching and looking directly at the camera.]()
Human Foresight
We are pre-insight catalysts and thought leaders; we connect labs and spot hidden, emerging shifts before they go mainstream.
PROVIDING YOU WITH AUDIENCE BEHAVIOURS AND FUTURES TO APPLY BEFORE THEY EMERGE
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![Large audience of elderly women and men seated at a cinema or theater, all wearing white 3D glasses, watching a film or presentation.]()
Strategic Planning
We challenge old models, replace them, and pioneer modern strategic planning rooted in actual behaviours, not outdated assumptions.
EQUIPPING YOU WITH PLANS BASED ON WHAT PEOPLE ACTUALLY DO, NOT WHAT BRANDS ASSUME
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![Person watching a YouTube video on a tablet, showing subscriber count of 11,521,811. The person is in a room with a TV in the background displaying a blurred image.]()
Cultural Coding
We shape the cultural pioneers of tomorrow with science and embed cultural meaning, relevance and influence into your future.
DEVELOPING YOUR SCIENTIFIC CULTURAL NORTH STAR THAT OTHERS WILL INHERENTLY FOLLOW
Featured Work
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The challenge
Google Cloud wanted to deepen engagement and retention among senior decision-makers across UK&I - Founders, CTOs and CxOs. Not through more data or automation, but by understanding how leaders actually decide, and how to retain them.What Mindscope did
We applied advanced behavioural science, decision psychology and NLP analysis to thousands of real digital signals across ~2,000 Target Accounts. This shifted the strategy from who executives are to how risk, responsibility and uncertainty shape their decisions.What we unlocked
Three distinct executive decision systems - psychological logics that explained both drop-off and return:Visionary Builders (Founders): driven by identity, momentum and narrative coherence
Systems Thinkers (CTOs): anchored in control, predictability and cognitive load reduction
Strategic Orchestrators (CxOs): guided by foresight, authority and long-term confidence
Each group required a different behavioural stabiliser.
Behavioural impact on strategy
Engagement was redesigned from a linear journey into behavioural loops, aligned to each behavioural stabiliser:Identity bias (Founders)
Control bias (CTOs)
Foresight & temporal framing (CxOs)
What we delivered
Executive psychographic personas grounded in real behaviour
A behaviour-shaping engagement model linked to retention
A digital + physical ecosystem blueprint aligned to executive decision psychology
The value
This work gave Google Cloud a human operating layer for strategy - translating behavioural insight into clearer engagement, stronger trust and long-term return.Why Mindscope
We don’t segment audiences. Rather, we decode decision-making - and re-thread strategy around it. -
The challenge
BBC iPlayer’s growth challenge wasn’t content quality - it was audience behaviour. Under-25s weren’t encountering the BBC in environments that felt participatory, emotionally resonant or community-led.YouTube had become the primary behavioural gateway for youth connection - and iPlayer needed to use it strategically without diluting public service values.
What Mindscope did
Mindscope designed a behavioural bridge between BBC legacy and digital-first culture. Using behavioural science, youth media predictions and audience insight, we re-engineered how BBC factual and debate content should function psychologically on YouTube - ensuring the platform became a trust-building and learning engine, not a risk to iPlayer.What we unlocked
Three behavioural dynamics shaping youth engagement:Emotional anchoring & participation: audiences don’t just watch, rather they engage, remix and co-create
Creator halo effect: trust is built through representation that reduces institutional distance
Belonging for return: recognition, dialogue and continuity drive repeat behaviour
These dynamics explained why traditional performance metrics failed - and why some BBC content over-performed once behaviour was redesigned.
How this changed the strategy
BBC teams shifted from “did they watch?” to “what made them stay and come back?”. Content moved from one-off outputs to continuous behavioural experiences, designed around participation, trust and belonging.This led to the creation of YouTube-native BBC IP, including:
Deepwatch: a documentary ecosystem built for emotional participation and creator trust
Versus: a psychologically safe debate format moving audiences from avoidance to curiosity
Each format was anchored to a distinct behavioural stabiliser - emotional truth for documentaries, belonging cues for debate.
The value
BBC iPlayer gained a human operating layer for youth strategy - enabling growth on YouTube while protecting public service integrity.
YouTube became a behavioural learning environment, feeding insight, audiences and IP back into iPlayer as the home for depth, context and public value.Why Mindscope
We don’t optimise platforms. Rather, we decode emerging human behaviours - and help public service and legacy media brands evolve trust, relevance and connection in creator-led, digital-first worlds. -
The challenge
Events and business travel were being optimised operationally - but undervalued strategically. Attendance, satisfaction and logistics no longer predicted engagement, memory or advocacy. Amex GBT needed to show clients how experiences drive decision‑making, loyalty and long‑term value - not just how they are delivered.
What Mindscope did
Mindscope reframed events and travel from operational centres into behavioural differentiators. Using behavioural science and events psychology, we identified how experiences influence:
whether people choose to attend
what they remember
whether the value compounds after the event
This shifted the conversation from execution to behavioural impact.
The strategic levers
We found five levers that determine whether experiences create short‑term activity or long‑term advantage:
Audience: experiences must reinforce needs, pain‑points and relevance
Emotion: emotional payoff determines recall and advocacy
Cognitive ease: reduced effort increases perceived value and follow‑through
Curation: intentional design signals importance and meaning
Reciprocity: investment and generosity drive loyalty and return
Behavioural impact on strategy
Events and travel were repositioned as behavioural architecture - systems that influence decisions before, during and after the experience. This enabled Amex GBT to guide clients beyond “better events” and toward experiences that scientifically influence behaviour and company preference, recall and adoption.
The value
Amex GBT gained a bespoke, behaviour‑led strategic framework to guide clients in turning events and travel into a source of sustained human engagement, loyalty and commercial return.
Why Mindscope
We don’t optimise experiences. Rather, we redesign the behavioural mechanics that make them matter.
What are some core shifts?
What are some core shifts?
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Technology is evolving at a rapid pace. Whilst digital adoption is rising, distinctiveness is decreasing; and influence will be redefined by the platforms that embrace human understanding and the power of Technology for (re)connection, rather than further disconnection.
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Brands are turning into entertainment hubs, and entertainment hubs are turning into brands. The line between Marketing and Entertainment is blurring, and human experiences are craved to drive shared cultural meaning. The Experience Economy is surging in that quest for connection.
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Brands, commerce and retail are evolving massively in response to this environment. From AR to e-commerce and retail media networks, understanding purchase behaviours and connecting brands and people in an ever-dynamic landscape is a rare advantage.
Learn about our solutions
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Beyond Insight, our deep pulse on people enables Foresight. We unleash powerful behavioural mapping to develop human foresight that transforms your business and makes you a first-mover. We embed human intelligence with AI, and science with innovation, to identify your audiences and develop ‘pre-insights’ that have not hit the market yet, and that grow your advocacy. This keeps you ahead of the curve with cutting-edge analyses, audience reports and implementation.
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Strategy models still assume people want to be 'targeted', and only factor in passive consumption, demographic factors, myths, and explicitly stated needs, motivations and habits. We replace assumptions with behavioural data, and develop comms plans, marketing strategies, user journeys, products and engagement frameworks that reveal counterintuitive opportunities others miss, and unlock moves that surprise and propel growth.
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We believe that culture applied as a practice across the media landscape is a required and groundbreaking driver of success. As trends multiply, Behavioural science takes you beyond just ‘jumping on culture’. It means evaluating your ‘north star’ and creating your own blueprint. Human science understands how culture evolves, and what really motivates brand identity, engagement and influence; dissecting subcultures, multi-media experiences and brand purpose.
Bespoke Advisory
Beyond our flagship solutions, we also offer bespoke support. Drop us a line for bespoke needs, requests, questions and challenges so we can help you tackle them.
Behavioural Science is critical for success in this moving landscape. A quick snapshot of averages and stats that are only expected to grow further.
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Increase in Brand Recall
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Willingness of Price Premium
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Growth of Content Engagement
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Decrease in customer acquisition cost (CAC)
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Boost in Consumer Retention
Our Ethos centres on harnessing the power of behavioural science to forge genuine, human-centric connections between brands and their audiences in a rapidly evolving landscape where understanding is now the only way to get ahead.
The core challenge we help answer? Humans have lost true connection. Our core value? (Re)connecting brands and platforms with people to create a lasting human, social and commercial impact.
Our Founder, Lea Karam,
and Mindscope’s Ethos
We bring you to our disruptive stages
At the forefront of innovation, we redefine what's possible in our world. We speak, disrupt, provoke and develop cutting-edge strategies with visionary foresight to propel us, and the industry, into the future.
Our expertise breaks conventional boundaries, ensuring your success and visibility in an ever-evolving landscape. Because we don’t just scan culture, we live it. And we bring you with us to the forefront.
So… now is the time. We are proud to be the first behavioural science labs for the new era of influence; to help brands, platforms and companies thrive in changing landscape and support the intersection of tech, entertainment, culture and commerce.
We move brands, platforms and business landscapes with our industry-acclaimed scientific leadership.
Lea Karam with Channel 4 CEO Alex Mahon and Snapchat President Ronan Harris discussing '“Is there too much to watch?” at the Royal Television Society Cambridge Convention.
