Mindstate Group · About Us
Empowering Market Research Professionals to Uncover New, Smart,Actionable Insights through Behavioral AI
At Mindstate Group, we believe that the key to meaningful consumer connections lies in understanding the psychology behind every decision.
25+
Years of behavioral science expertise
100K+
Consumer interviews in research foundation
Fortune 500
Brands & academia as clients
Who we are
The Foremost Experts on Behavioral Science-Based Research and Marketing
At Mindstate Group, we believe that the key to meaningful consumer connections lies in understanding the psychology behind every decision. We are passionate about helping brands move beyond surface-level findings to uncover the deeper, subconscious drivers that influence human behavior.
More importantly, we make these findings actionable by designing custom behavioral intelligence agents that make your insights sharper and your job easier.
As the foremost experts on behavioral science-based research and marketing, Mindstate Group provides marketing research and marketing professionals the tools and experience needed to exponentially grow their brand using the power of behavioral science research.
01 — Mindstate Experts
We Literally Wrote the Book
We’re the foremost experts on Mindstate® Research because we literally wrote the book. We have the most experience in Behavioral Research and Behavioral AI in the industry.
02 — Client-Side Expertise
We’ve Been Where You Are
We’ve been where you are, so we know exactly what you’re going through and what you need to create actionable insights that move the business forward.
03 — Massive Collaboration
We Stay Until You’re Confident
We’ll stick with you until you’re confident in the insights and proficient with applying the concepts and tactics to become behavioral designers.
Founder & CEO
Will Leach
Founder & CEO, Mindstate Group
Will Leach is the founder & CEO of Mindstate Group, a behavioral research and brand consultancy, and best-selling author of Marketing to Mindstates: a Practical Guide to Applying Behavioral Design to Research and Marketing.
With over 25 years of behavioral insights experience, Will has worked at the intersection of psychology, consumer behavior, and marketing strategy — from leading Frito-Lay’s Shopper Marketing & Retail Testing lab to serving as VP of Behavioral Labs at System1 Research, where he applied psychology, neuroscience, and behavioral economics to solve brands most challenging problems.
Today, through Mindstate Group, Will brings that expertise to brands and research professionals who want to move beyond surface-level findings to uncover the subconscious drivers that actually shape customer decisions.
Credentials & Background
Built on Decades of Academic and Industry Experience
Will’s expertise spans the U.S. Army, Fortune 500 brand strategy, academic research, and the founding of two behavioral science consultancies — all converging in Mindstate Group.
01
SMU Cox School of Business
Behavioral Design instructor at Southern Methodist University’s Cox School of Business Behavioral Learning Center (BLC).
02
Texas A&M Human Behavior Lab
Instructor and research collaborator at the Texas A&M University Human Behavior Lab — the foundation for Mindstate’s proprietary consumer insights.
03
Frito-Lay & PepsiCo
Led Frito-Lay’s Shopper Marketing & Retail Testing lab as Director of Strategic Insights at PepsiCo, applying behavioral science to retail environments and consumer decision-making.
04
System1 Research (BrainJuicer)
VP of Behavioral Labs, applying psychology, neuroscience, behavioral economics, and social sciences to understand and predict human behavior for global brands.
05
Marketing to Mindstates
Best-selling author of Marketing to Mindstates — an Amazon best-seller and the foundational text behind Mindstate Group’s proprietary behavioral science methodology.
06
25+ Years of Experience
Over 25 years of behavioral insights experience spanning the U.S. Army, Fortune 500 brands, academic research, and the founding of TriggerPoint Design and Mindstate Group.
The Book
Marketing to Mindstates — The Practical Guide to Applying Behavior Design to Research and Marketing
An Amazon best-seller and the foundational text behind Mindstate Group’s entire methodology. The book walks through the complete Mindstate® Marketing process — showing how to apply behavioral design to research and marketing to create deeper, more actionable consumer connections.
“Marketing to Mindstates is an amazing secret weapon for any marketer or business leader looking to understand their consumers better or gain an edge in driving actionable insights to transform their strategy. Will has such a gift for taking supercomplex theory and his years of experience and breaking it down into accessible concepts.”
Marketing to
Mindstates
The Practical Guide to Applying Behavior Design to Research and Marketing
Will Leach
Get Started
Ready to Work with the World’s Leading Experts on Subconscious Mindstate Research?
Mindstate Group helps brands move beyond surface-level findings to uncover the deeper subconscious drivers that actually influence human behavior — and turn them into action.
3304 Jacks Bank · The Colony, TX 75036 · 214.202.1228