• Gain invaluable IP of experience, allowing for product refinement on scientific evidence.
  • Identify hidden problems in design, not otherwise seen in traditional formats.
  • Improve a product, space, journey and its experience based on empirical evidence.
  • Invest in R&D that directly is focused on improving a users experience
  • Engage better with users and incorporate them in the design process.


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With our scientists specialising in spatial cognition, memory, attention, and the visual system we have ideal expertise when it comes to understanding how people experience space. Whereas surveys can be incredibly subjective and passive, means of testing that neuroscience provides allows for real time capture of sensitive information that perhaps a user may find hard to contextually articulate.

Adopting an A-B-A process it is possible to test peoples experience of materials, technologies , spaces and environments in both virtual worlds (VR) and sometimes in situ, to identify opportunities for improvement.

This method has the ability to validate a thesis or elevate a product.

We conduct the experiments, and bespoke R&D in partnership with leading UK based institutions and facilities. Our facilities partners include:

Spiers Lab: An academically driven research team within the Institute of Behavioural Neuroscience at UCL. Specialises in spatial cognition research, with leading publications in high-impact scientific journals.

P.A.M.E.L.A.: A unique and novel engineering research facility in North London, using highly flexible equipment such as a pneumatic testing platform, suspended lighting and sound systems to build full-scale infrastructure in a controlled setting.

ScanLab at The Bartlett: A research lab within the Bartlett School of Architecture at UCL that uses large-scale 3D scanning technology to create digital replicas of buildings, spaces and environments.