Founder and 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. Will is also a Behavioral Design instructor at SMU's Cox School of Business BLC and the Texas A&M Human Behavior Lab. With over 25 years of experience in behavioral insights, Will is widely regarded as the world's leading expert on subconscious mindstate research and consults with today's most innovative businesses to grow their brands using behavioral research.