CX Lab

CX Lab is a behavioural science consultancy founded by Tim Wade, who previously worked as Marketing Director for a major international hotel brand and as managing director of a management consultancy before starting the business.

The consultancy applies behavioural science and biometric research methods to both customer experience and employee experience work, aiming to base its recommendations on measurable evidence of how people actually behave rather than only on stated preferences or opinion surveys.

CX Lab works across sectors including hospitality, retail, telecoms, financial services, beauty, B2B and technology, and has worked with brands including TUI, Bayer, Canon, RBS, Camelot, Clinique, Fiat, Premier Inn and Estée Lauder.

Its work typically combines customer and employee experience research with organisational culture change, helping clients understand where behaviour rather than stated intent is driving outcomes.