Founded by Tim Riesterer, the company will consist of three research practices focused on behavioural science research, brain study and field test functionality.

DecisionLabs will also undertake company-specific experiments to offer custom findings for businesses – including studying messaging and content effectiveness – and provide consulting and training services through Corporate Visions.

The company is headquartered in Reno, Nevada, and will also operate in the UK. It will be run with both on-staff and contract PhD scientists specialising in behavioural economics, cognitive neuroscience and social psychology. 

Riesterer said: "Ultimately, the plan is for DecisionLabs to aggregate and anonymise the learnings generated by all of these research efforts and create a large body of science-backed results that B2B marketing, sales, and customer success professionals can access as part of both a free and paid subscription community.”