Globally Renowned Scientist Specializing in Perception Research

Deviate: The Science of Seeing Differently

Dr. Beau Lotto is a neuroscientist and world-renowned expert in perception. His research explores the ways in which we experience the world through our own versions of reality. As Beau puts it, "the brain never sees the world as it actually is, only the world that is useful to see." By illuminating these principles of perception, he has helped individuals and companies transform their approach to creativity and innovation.


Beau is also the founder of the world’s first neuro-design studio, Lab of Misfits. Part lab, part creative studio, Lab of Misfits takes a disruptive approach to research, partnering with brands to blend science, art and performance to explore pivotal principles in current culture. Their "experiential experiments" invite consumers to engage with brands and offer brands science-backed insights that foster innovation. Lab of Misfits partnerships include: Cirque du Soleil, L’Oreal, The Charles Koch Institute, BCW Public Relations and The London Science Museum.


Beau’s experimentalist, visionary approach to science has won him a wide audience, which has broadened dramatically since 2010 with his significant contributions to two episodes of BBC TV's Horizon programme. One journalist has suggested that Beau could do as much good for the public appreciation of science as Jamie Oliver has done for our appreciation of food and cooking.


Beau's latest book, Deviate: The Science of Seeing Differently explores the surprising science of creativity and unveils the unexpected relationship between perception, reality and innovation.

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