Everything begins with perception.

Y U MA E TH EANI G

 
 
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We turn Experiences into Experiments

Through our proprietary “Experiential Experiments,” we engage people in the process of discovery by inviting them to participate in real-world, measurable, interactive research. Each Experiential Experiment incorporates art and design, employs cutting-edge methodology in neuroscience measurement and focuses on an essential human value.

We offer insights that lead to transformation

Our work unlocks meaningful, personal insights as participants, alongside our experts, learn first-hand how to engender openness through this embodied understanding of perception. This work impacts all levels of human endeavour, from personal well-being to larger social transformation.

We take a science-based approach

  • Discover the question in order to create an experiment.

  • Design experiment based on proven neuroscience principles.

  • Convert the experiment into a real world experience with real people.

  • Measurement of experiential-experiment impact on participants.

  • Observe, generate and share insights.

  • Create ongoing opportunities for participants and others to learn how to apply the principles of perception to enhance their daily lives.

 
 

AWE & WONDER

PARTNER: CIRQUE DU SOLEIL

 
 

Background:

Where does awe live in the brain? Does it have an impact on how humans behave and evolve?

Experiment:

We engaged 400 participants to monitor changes in their unconscious perception and behavior. We charted changes in the audience that demonstrated how their perception of others and the world around them changed before and after the show.

Results:
We created the first metric for measuring awe in the brain. We also captured how the in-person experience of awe and wonder could have a larger, positive impact on a person’s perception of the world around them.

 

 

EMPOWERMENT

PARTNER: L’OREAL

 
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Background:

What does the perception of hair tell us about identify, self-image and beauty? How does hair, this fundamental human feature, connect to one’s physical and emotional state in the world?

Experiment:

We tested a group of women aged 25-45 to see whether it was possible use hair as a vehicle for personal transformation.

Results:

We confirmed that a woman’s perception of her hair is significant for shaping her identity and self-perception at a conscious and sub-conscious level. We discovered that the experiential hair experiment increased their creativity, sense of empowerment and tolerance for risk.

 
 

 
 

TOLERANCE

PARTNER: Charles Koch institute

 
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Background:

What makes us tolerant or intolerant? How does tolerance look in the brain? How can we objectively measure toleration?

Experiment:

We studied the neurological reasons why intolerance and bias exist. We explored what happens in the brain when a person is tolerant vs. intolerant.

Results:

Through our data, we were able to identify a number of ways to facilitate tolerance, including the employment of art and different stimuli that account for individual differences.

 

 

FRUSTRATION

Partner: CURRENTLY IN PROGRESS

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Background:

What are the common roots of technology-induced frustration? How do we feel when we experience frustration and anger? How can we mitigate that experience - in design and in the moment of frustration itself?

Experiment:

We discovered key design attributes that create frustration - including creating an environment where the outcome is unknown. We quantified the value of different interventions in support of a person experiencing frustration.

Results:

We discovered ways to use empowerment to mitigate frustration which could be applied to design, organizations and interpersonal relationships.

 

 

COMING SOON…

In collaboration with The Rubin Museum of Art

We continue our study of the perception of hair and its relationship to risk, power and creativity.

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