Behavioral Impact Assessments
to maximize communication outcome

Are You Connecting or Confusing?

Is your current communication a few tweaks away from perfect, or a silently triggering a dumpster fire of confusion?

For years we've been helping brands from small start-ups to Fortune 100s bring their communication into alignment with the preference of the non-conscious mind.

Why is it important for communication to engage the non-conscious mind?
Because we make only 5% of our decisions in the conscious mind, and 95% in our non-conscious. A communication system for creating communication that engages both the conscious and non-conscious together increases communication conversion.
Even today, many of the largest brands in the world (working with the world’s top “communication experts”) have some of the most mind-repelling messages out there.
One of the world’s largest life insurance brands audit proved their tagline SCREAMS to customers, DO NOT BUY THIS PRODUCT!
With a single message change, they shifted from accidentally repelling customers, to immediately convincing them of their immediate importance.

Conscious Mind Research

Is Too Limited

There are important things we can learn from research methods that question the conscious mind, such as surveys and focus groups.

But it takes sophisticated medical technology to decode the mind’s deep preferences. 
The good news is that as these technologies become more affordable, market researchers are applying them to test communication stimuli, with shocking results.
What does non-conscious communication research reveal?
They are showing us that most “conscious” research outcomes cannot be trusted.
Because our true response to communication is influenced by factors primarily in our non-conscious mind, research that ignores the non-conscious is inherently limited.
Surveys, focus groups, and town halls, are research methods that question the conscious mind to gather insights. While there is a powerful place for these research methods, as long as only 5% of decisions are made by the conscious mind, we are destined for missteps if strategic decisions and communication are based only on conscious research insights

The Future of Market Research

Measure what matters most

Our non-conscious preferences are beyond our awareness, and hold the keys to our audience's unfiltered preferences.
Even the best intending research participants cannot share preferences stemming from their non-conscious.
Engagement Science Lab helps businesses test the non-conscious impact of your business and brand communication.


The world’s wealthiest brands have been using non-conscious market research for the last decade to create conversion-oriented content with laser-like accuracy.
That caliber of market research is available for you in a range of forms, from individual research projects, to building your own private non-conscious preference testing and research lab.

Engagement Science Lab™

Custom non-conscious research audits

Test the real impact of your communications.

Available in physical or virtual form, an Engagement Science Lab™ brings together the best combination of cutting-edge non-conscious and conscious research methods specific to your business and audience to support the maximum success of your sales, marketing, and corporate communication.

  • Stop wondering how people are going to react to a message

  • Stop questioning if that ad is going to upset more than connect

  • Stop debating if those words are the right ones to use

Testing communication against the non-conscious before mass communication release is one of the most powerful ways to minimize misfires, backfire, and backlash.

Behavioral Impact Assessments

One of the best ways to get started is with an analysis of your communication through the lens of behavior and decision science.

Are your messages subconsciously offensive?

Are you touching psychological triggers that turn people away?

The most common communication we analyze and audit includes:

  • Sales & Marketing Messages

  • Websites & Collateral

  • Corporate Communication

  • Employee Communication

  • Brand Engagement Strategies

  • Communication Strategies


The Science of Human Engagement:
Creating Connection in an Age of Noise

How do you tune communication to connect in an age of noise?

Science has proven the most effective communication touches the conscious and non-conscious mind at the same time, but how to reliably do so has been systemically blocked from the practice of professional communication, until now.

In The Science of Human Engagement: Creating Connection in an Age of Noise, Elizabeth Edwards, founder of Engagement Science Lab, Volume PR, and the Behavioral Communication movement, explores how the mind is evolving as noise and information sources multiply, and the opportunity before professional and everyday communicators alike to reorient how we think about talking to exhausted minds.