Applied Behavioural Insight: Turning ‘why’ into ‘how’

We attract senior leaders with an appetite to think differently. Our projects are usually sparked by a particular business problem or challenge. Some start with a specific market research or CRO brief. Most mix workshops, analysis and idea generation. All are met with creativity and enthusiasm.

Our three core services can be treated as bounded projects, or as an end-to-end process.

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We use everything at our disposal to get to the heart of how people behave and why. We conduct mixed methodology research, but we also get stuck into existing resources and internal datasets.

Instead of focusing purely on what people say, or what they do, we take a holistic approach. For instance, we include voice – e.g. self-reported narratives – alongside direct behavioural data – e.g. web analytics.

Research and insight components include:

  • Behavioural analysis
  • Contact and channel analysis
  • Stakeholder interviews
  • Audits and assessments
  • Data analysis
  • Qualitative and quantitative surveys
  • Secondary research
  • Lab-based experimentation
  • Implicit association testing
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Applied insight is all about action.

We apply psychological principles and lateral thinking to the design of product and services. We have heavyweight academic knowledge of psychological biases and factors like attention and cognitive depletion, but this is combined with decades of experience in marketing, digital and customer experience. We come up with simple, practical changes that deliver measurable changes in behaviour.

Strategy and design components include:

  • Parameter definition
  • Internal workshops
  • Communications planning
  • Creative concepts
  • Behavioural models
  • Segmentation strategies
  • Concepts, copy and messaging
  • Design and content briefs
  • Change programmes
  • Strategic advisory
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We develop a clear plan to refine interactions with customers.

Many companies are constantly changing things, but have no idea what really worked or why. From CRO to the contact centre, we take a methodical approach; defining technical parameters, mapping decisions, developing hypotheses, implementing changes and evaluating results. The amount of support is up to you; some organisations seek external ideas but want to implement everything in-house.

Experimentation and optimisation services include:

  • Decision and journey mapping
  • Behavioural analysis
  • User testing and lab-based experiments
  • Concepts and hypotheses (+rationales)
  • Designs, copywriting or briefs
  • Optimisation roadmaps
  • Web analytics and data evaluation
  • Conversion Rate Optimisation (CRO)


Our approach is holistic and mixed-methodology, so we draw upon techniques from a range of disciplines, from UX to social psychology and behavioural economics. We’ve also developed a range of proprietary frameworks and methodologies. Here are some examples:

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Bridge Method

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The Seven Lenses

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Three Pillars


If you loved reading ‘Nudge’ or ‘Thinking Fast & Slow’ but haven’t applied any of the concepts, consider a behavioural science workshop or training session.

Workshops overview


We stay at the cutting edge by partnering with leading universities, developing long-term relationships with academic consultants and recruiting behavioural science graduates. We fuse commercial expertise with academic disciplines and a good dose of creativity.