About Us
Understanding People at the Heart of Marketing
We focus on what traditional approaches miss: how consumers and executives feel. Because emotion drives attention, connection, brand loyalty, and ultimately purchase behavior.
As marketers, we built the platform we always wished existed, integrating emotional intelligence, behavioral science, data analysis, primary research, and many technologies, including AI, into a single, scalable solution. The result is SGLabs, your emotionally intelligent marketing platform.
Our work begins with understanding how people feel, what they value, and why they convert. It’s anchored in our Limbic Resonance Model, developed over 9 years ago and rigorously field-tested for effectiveness. Our model uncovers the conscious and unconscious forces that shape consumer and business executive decision-making.
Human Centered Approach
Understanding People. Building Better Brands.
Our work is grounded in a human-centered methodology shaped by our proprietary (CEI)™ and (BEI)™ platforms, developed during the pandemic to help brands navigate rapidly shifting emotional landscapes. By combining traditional research, neuroscience, AI, and more than 20 years of studying brand–audience dynamics, we uncover the drivers behind both conscious and unconscious decision-making. Many of our frameworks draw from psychology and art therapy principles, giving clients a unique window into how people process, respond to, and act on a brand’s messaging.
With these insights, we help brands build authentic relationships with their audiences. Our work ensures that your message reaches the right people at the right moment, with the emotional alignment needed to build loyalty and improve ROAS.
Selected clients
Methodologies driving SGLab's
Understanding People. Building Better Brands.
At SGLabs, emotional resonance drives how we understand consumers and business executives, and why they convert. We begin with traditional, explicit research – surveys, interviews, and attitudinal studies to uncover clear, direct feedback. When appropriate, we extend this with cognitive and implicit methods from neuroscience to reveal the unconscious associations people hold with brands, products, and messages.
Our Multimodal Approach
This multimodal approach lets us see both what people say and what they feel, identifying the emotional drivers and barriers behind their decisions. For example, implicit testing may show a strong desire for a product, while surveys reveal price concerns, clarifying where opportunity and friction coexist.
This methodology powers both sides of our platform at different moments. Our Research products (CEI)™ and (BEI)™ illuminate how consumers and decision-makers think, feel, and behave.
Our (BEL)™ applies the same emotional intelligence to live campaigns, showing not only whether creative works, but also why, for whom, and how to activate those audiences to improve ROAS.
By combining traditional research with cognitive insight, we deliver a clearer, more actionable understanding of what moves people – and how brands can perform better because of it, leading to improved ROAS.
