Jean-François Lachance

Managing Director, Neuroscience and Cognitive Engineering
Paris
Lachance Jean Francois SharePoint 11292022

Jean-François Lachance serves as the Managing Director of Neuroscience and Cognitive Engineering at P&C Global, bringing over two decades of expertise in cognitive science, neuroscience, human-computer interaction, and behavioral analytics. Based in Paris, he leads a multidisciplinary team of approximately 250+ professionals, including cognitive scientists, neuroscientists, data analysts, and behavioral researchers. His team is dedicated to developing innovative solutions that enhance organizational performance and drive strategic transformation across various industries.

Jean-Francois holds a Bachelor of Psychology from the Université Paris Cité, a Master’s in Cognitive Science (“Cogmaster”) from Université PSL (Paris Sciences & Lettres) and a Master of Research (MRes) in Neuroscience from the  University College London (UCL).

He began his career at Thales Group as a Cognitive Researcher focusing on human factors and cognitive load in complex systems, contributing to the development of user-centric defense technologies.  He then joined Airbus serving as Senior Human Factors Engineer, where he advanced to a senior role, leading projects aimed at optimizing pilot interfaces and cockpit ergonomics, enhancing flight safety and efficiency. Next, he served as Lead Cognitive Scientist at LVMH, transitioning to the luxury retail sector. Here, Jean-François led initiatives to understand consumer behavior through cognitive analytics, driving personalized customer experiences and strategic marketing campaigns. Prior to his role at P&C Global, he served as Director of Cognitive Engineering at AccorHotels, spearheading the integration of cognitive technologies to enhance guest experiences, implementing AI-driven solutions for personalized services and operational efficiency.

Jean-François has led high-impact cognitive science and neuroscience-driven engagements that have transformed business performance and decision-making across industries. His ability to apply cognitive modeling, behavioral science, and AI-driven insights has helped P&C Global’s clients enhance customer engagement, optimize workforce efficiency, and refine strategic decision-making.

  • AI-Driven Consumer Behavior Optimization for a Global Luxury Retailer
    Jean-François spearheaded an AI-powered behavioral analytics initiative for a leading luxury fashion house looking to refine its customer engagement strategy. Using cognitive neuroscience principles and machine learning algorithms, his team developed an advanced neuro-personalization engine that identified subconscious purchasing triggers, emotional brand connections, and sensory-driven buying behaviors. The initiative resulted in a 32% increase in high-value customer conversions, a 20% rise in brand loyalty scores, and an 18% improvement in targeted marketing ROI—significantly elevating the client’s customer experience and profitability.
  • Cognitive Load Reduction and Decision-Making Enhancement for a Multinational Financial Services Firm
    In response to decision fatigue and cognitive overload affecting high-stakes financial traders and portfolio managers, Jean-François led a neuroscience-driven cognitive load optimization project for a leading global investment bank. His team leveraged neuroergonomic assessments, eye-tracking analytics, and AI-powered decision-support systems to streamline trading dashboards, reducing information complexity while maintaining precision in decision-making. The intervention led to a 27% decrease in cognitive stress among traders, a 19% improvement in reaction speed for high-value trades, and a 15% reduction in costly trading errors—translating to $750 million in risk-adjusted cost savings annually.
  • Human-Centric AI and Workforce Efficiency Optimization for a Leading Travel & Hospitality Brand
    Jean-François partnered with a global hospitality group to enhance employee efficiency, service personalization, and guest experience using human-centered AI and neuroscience-informed training programs. His team developed an AI-powered guest sentiment analysis tool that analyzed non-verbal cues, speech patterns, and behavioral indicators to anticipate guest needs in real time. Additionally, they implemented neuroscience-based staff training techniques to enhance decision-making under pressure and improve emotional intelligence among frontline employees. Within 12 months, the initiative resulted in a 25% improvement in customer satisfaction scores, a 30% reduction in guest complaints, and a 22% increase in high-value guest retention, leading to an estimated $280 million in additional annual revenue.

These engagements demonstrate Jean-François’s unique ability to merge neuroscience, AI, and behavioral analytics into powerful, business-transforming solutions—driving measurable impact across luxury retail, financial services, and hospitality industries.

For Jean-François, understanding how people think, decide, and interact with the world has always been more than just an academic pursuit—it’s a lifelong fascination. Born and raised in France, his curiosity about human cognition and technology led him to study cognitive science and neuroscience, fields where psychology, artificial intelligence, and behavioral economics intersect in fascinating ways.

Now based in Paris, Jean-François thrives in the city’s blend of history, innovation, and artistic expression. Whether it’s cycling along the Seine in the early morning or wandering through the galleries of the Louvre, he finds inspiration in the way patterns emerge in art, music, and human behavior—mirroring the intricate systems he models in his work. An avid classical music enthusiast, he frequently attends performances at the Philharmonie de Paris, drawn to the structured elegance of compositions that, like cognitive science, require precision, creativity, and an understanding of complexity.

His work at P&C Global offers the perfect balance between science and real-world application. To him, the greatest challenge—and joy—comes from translating abstract cognitive models into tangible business strategies that help clients better understand decision-making, consumer behavior, and organizational performance.

Reflecting on his journey, Jean-François shares:

“At P&C Global, we don’t just study human behavior—we apply it in ways that transform industries. Whether it’s helping a luxury retailer refine its customer experience or optimizing high-stakes financial decision-making, we turn cognitive insights into real-world impact. That’s what makes this work so meaningful.”

With a knowing smile, he adds:

“People assume neuroscience is all about lab experiments and brain scans, but honestly, the real puzzle is understanding why my Parisian neighbors still refuse to stand on the right side of the escalator. Human behavior remains full of surprises!”

Jean-François’s ability to blend deep scientific expertise with humor, warmth, and a relentless curiosity about people makes him a trusted leader and mentor at P&C Global. Clients and colleagues alike appreciate his thoughtful insights, collaborative approach, and the way he makes even the most complex topics feel accessible and engaging.

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Past Experience

AccorHotels
Director of Cognitive Engineering

LVMH
Lead Cognitive Scientist

Airbus
Senior Human Factors Engineer

Thales Group
Cognitive Researcher

Academic Credentials

Université Paris Cité
BA, Psychology

Université PSL
MSc, Cognitive Science

University College of London
MRes, Neuroscience

Postgraduate Credentials

INSEAD
Leading AI and Digital Transformation

INSEAD
Leading Growth through Innovation and Technology

Data Science Council of America
Certified Data Science Professional (CDSP)

Stanford University
Professional Certificate in Machine Learning

MIT Sloan School of Management
Executive Certificate in Strategy and Innovation

Big Data Institute
Certified Big Data Professional

King’s College London
Professional Certificate in Applied Neuroscience

MIT Professional Education
Professional Certificate in Human-Computer Interaction for User Experience Design

CertNexus
Certified Artificial Intelligence Practitioner (CAIP)

Behavioral Science & Policy Association
Certified Behavioral Economics Specialist (BSPA)

International Board of Credentialing and Continuing Education Standards
Board Certified Cognitive Specialist

National Association of Cognitive Behavioral Therapists
Certified Cognitive Behavioral Therapist (CCBT)

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