The Centric Lab team use bespoke RESEARCH to offer evidence based design consultancy to clients



Insight Report

Neuroscience sheds understanding on how the brain and central nervous system help construct the world around us. Furthermore, technology is now working in symbiosis with science to give us a deeper, clearer, and more detailed vision of ourselves and our behaviours. Insight Reports are designed to empower companies with new information, heuristics and understandings of human behaviour that would influence their general approach to design. All reports are delivered in graphically designed industry relevant formats.


  1. We work with organisations that are looking for a deeper understanding of how people interact, perceive, and communicate. We work in a collaborative manner with all of our clients to ensure that the right “thesis” question is being asked. Once we have a thesis, we conduct an industry trend analysis to ensure that the scientific research has context and is relevant to our client’s audience.
  2. Typical work would be looking at the mechanisms behind perception and how it influences how we adapt our thinking; “Change”, specifically how the brain experiences change and what that means for problem-solving. Detailing the Visual Cognitive System, which involves breaking down the processes of memory and attention, how culture and technology are affecting them in turn.
  3. Its purpose is to shape the thinking of designers process when approaching a specific project or idea.

All work is delivered in report format, with options for it to be an interactive digital resource.

Alongside the report we conduct a series of workshops that expand on the chapters within, leaving one spare that is client led, arranged to begin the next stages of adopting neuroscience and Centric Lab related processes into ways of working.



Cognitive Profile

A cognitive profile is our process that allows us to understand the people that are going to be using a specific space. Architects & Designers will be able to use the Cognitive Profile as a tool which helps them make design decisions. The cognitive profile is the first stage of integrating neuroscience into a design process. The cognitive profile has both a “pre building” and “in-building” stage. This means we look at the journeys into work as well as the general health of the inhabitants. Then we move inside the building and categorise the different activities and cognitive affordances needed from the building.


  1. Making design decisions that are based on human data. For example, what is the best lighting for a specific task and demographic.
  2. Understand how design intuition intersects with the scientific data in the cognitive profile. In part this is helps understand the fine line of where good intuition from an experienced designer can be aided by a scientific cognitive profile.
  3. The use of the cognitive profile to aid discussions and design decisions with the client.
  4. From an client perspective, it would provide an opportunity to showcase care and due attention has been put into a new building to provide users with increased affordances of health, wellbeing and productivity, allowing the building to have a “product market fit”
  5. Integrating a pioneering scientific process in a design process.



Enriched Environment Assessment

We grade plans of a space by aligning the cognitive profiles to the spatial designs, indicating areas of low score with a scientific analysis from our software N.o.BL.E. It is then possible to engage with our VR lab to test potential changes from initial feedback.

  1. An indication of how fit for purpose the space is in line with its affect on the users and their outputs.
  2. Awareness of areas for redesign early on, preventing costly redesign when in situ
  3. Ability to compare designs in how they score based on outputs desired from users.



Post Occupancy Evaluation

A post-occupancy analysis would involve understanding (a) reason for new design, (b) feedback thus far, (c) identifying a Specific Human Problem that can be analysed through data capture in relation to physical changes to the built environment.

It is the ability to refine a design.


  1. Developing a series of metrics to measure effectiveness of process
  2. Working with users/occupiers to demonstrate leadership desire to ensure the working environment is optimised to deliver wellbeing and productivity.



Elevating a technology or product through bespoke testing.

Using neuroscience as a tool allows for technologists and product designers to gain deep meaningful insights on users interactions and experiences with designs. 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 and products and identify opportunities for improvement. This method has the ability to validate a thesis or elevate a product.

The data produced is IP owned by you and delivered in preferred formats.


If you are interested in talking with us further regarding our service, and to hear more about our case studies, please kindly fill out the below form.

Name *
Stage Interested in Talking Further *