Tim Routledge, Co-Founder of CX Lab and previously Chief Experience Officer of Experience Insight, began his career in advertising – but has always had a fascination with neuroscience.
Starting with a role in Harrods’ advertising department he later moved to the agency side, working in production, creative and account management roles for a number of agencies before joining industry giant, Ogilvy & Mather. After successfully completing a 12-month global research project for O&M, visiting 18 offices in 14 countries, Tim returned to the UK to set up one of the first of a new breed of agencies designed to provide a more effective and streamlined interface between clients, creative and strategic talent. He later sold the company and launched another new agency utilising emerging communications technology to provide a ready-made network of expertise to best serve advertising clients. This business became one of the key components of an ambitious experiment – named Axe & Bottle after its location near London Bridge – to test a new collective approach to 21st century marketing.
Throughout his career Tim has always believed that science could benefit business and, in 2003, he took time out from the commercial world to embark on a two-year period of intense research into the science of human experience. In 2005, this led directly to him co-founding The Newcomen Group, a unique organization devoted to bringing science and business closer together. Cutting-edge research projects for numerous blue-chip clients including Honda, Samsung, Virgin Atlantic, DHL & Aviva followed, and Tim’s passion to understand and profile customer experiences, and then engineer optimal alternatives grew into a business philosophy. His experience with The Newcomen Group ultimately led him to form Experience Insight in 2012. The agency was based on new psychological and neuroscientific thinking, designed to use science to understand customer experience in forensic detail and then apply that knowledge to implement practical, commercial solutions for the real world. Clients included: Aldi, Carphone Warehouse, Honda UK, Honda Finance, Vertu Motors and Hendy Group.
A chance meeting with Tim Wade and Flora Marriott led to an immediate creative and entrepreneurial spark and the three joined forces to launch CX Lab. Their collaboration led to the development of CX Lab’s innovative methodology and complementary suite of tools, including the ‘Tripping Point Index’, a unique way of scientifically profiling customer journeys to identify the moments when things go wrong. From a standing start they are already working with clients as diverse as Heidelberg Cement, GLH Hotels, Vivid Housing and Dixons Carphone.
Tim is currently managing a partnership with the University of Reading School of Psychology & Clinical Language Sciences to research a new theory of the psychological, physiological and neuroscientific basis behind human experience. This collaboration’s first academic paper, ‘Beyond Self-Report: a review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior’, was published in Frontiers in Psychology in September 2018 and has been recently chosen as one of the most influential papers of the year by the Neuromarketing Science & Business Association (NMSBA).
Tim lives in Ascot in Berkshire with his wife, a recruitment consultant, and two daughters, the older one currently at college in the US and the younger in the Sixth Form.