Psychology for brands.

Helping businesses remove the behavioural barriers blocking choice, trial, and retention.

Services

“Gus helped us develop a far more compelling offer - it’s been a key driver in getting us back on track to hit our growth targets.”

LOTTIE UNWIN, FOUNDER | UP CLUB

The biggest advantage in consumer marketing isn’t more data, it’s understanding how people actually decide.

The way people experience and interpret the world is shaped far more by forces outside conscious awareness than by the reasons they can articulate.

That’s why teams that rely solely on dashboards, surveys, and stated feedback often optimise what’s visible, while missing what actually drives choice.

But the real challenge isn’t knowing this, it’s applying it when the stakes are high.

I’m Gus, a Consumer Psychologist. I help founders and marketing teams use behavioural insight and customer research to make clearer decisions about growth, positioning, and creative, and to move forward with confidence.

Let's talk

"Gus filled in some key blind spots for us, and our brand will be infinitely better for it."

KIT GAMMEL, CO-FOUNDER | SURREAL

how it works.

Consumer psychology + focused customer interviews to remove the behavioural barriers slowing growth and amplify the levers that drive action.

Start with how people actually decide

Everything is grounded in consumer psychology and behavioural science — focusing on the real forces that drive decisions, hesitation, and drop-off.

Rapid qual sprints with real customers

It rarely takes dozens of interviews to find the truth. We run focused, qualitative sprints (often with as few as 12 customers) designed to quickly surface the key behavioural influences at play.

Clear decisions, not long decks

You get a small number of sharp, prioritised findings that tell you what to change, what to double down on, and what to stop.

who it’s for.

Good fit

  • Founders, CMOs, or decision-makers at consumer brands

  • You’ve seen the big gains that can come from psychological insight, not just more data

  • You’re facing a high-stakes decision around positioning, growth, retention, or creative direction

  • You value speed, without sacrificing rigour or relevance

Not so good

  • You’re looking for large-scale tracking studies or ongoing research programmes

  • Need statistically representative data or large sample sizes

  • Need research primarily for reporting or compliance

projects.

POSITIONING

Uncovering what Sushidog really meant to its customers to set their brand refresh up for success.

SUSHIDOG

PRODUCT

Unearthing what was holding first-time customers back from repeat purchases for Bio&Me.

BIO&ME

PACK

Helping SURREAL identify what to fix and what to leave alone as they shifted from D2C to retail.

SURREAL

services.

  • Focused qualitative sprints grounded in consumer psychology. Uncover what’s really driving choice, hesitation, and drop-off, and inform clearer decisions on positioning, creative, and product.

    Customer Discovery Sprints

  • We use a range of evaluation and validation techniques to reveal how your pack or creative performs out in the real world.

    Find out more

  • Identify why usage or repetition isn’t sticking, and how to design for repeat behaviour through habit formation, not nudges or reminders.

    Find out more

Book an intro call

“We were so happy with the work - it gave us the clarity and confidence to move forward with our creative.”

LEONIE HOLLAND, MARKETING DIRECTOR | DALSTON’S

testimonials.

  • "Gus gave us another perspective on how we think about the candidate and hiring experience. They helped us identify and implement behavioural techniques which improved the hiring experience for everyone."

    Alex Hanson-Smith, Founder & CTO | inploi.com

  • "Gus was a total pleasure to work with, they took real time to understand our brief and executed a research plan that provided real and actionable insights. They helped fill in some blind spots for us and our brand will be infinitely better for it."

    Kit Gammel, Co-Founder | eatsurreal.co.uk

  • Gus was brilliant! Quick to get the brief and managed to pull valuable insights from a tricky, niche audience. The final report was spot-on: comprehensive, strategic, and genuinely essential to the project.

    Vicky Shi, Senior Strategist | 21stcenturybrand.com

  • "Testing with real consumers has been vital in developing a brand positioning that resonates with our audience. These insights would have cost us a lot of time and money had we waited to find them out in market.”

    Rohan Radhakrishnan, Co-Founder | quarterproof.com

  • "Gus helped us uncover and distil what really mattered to our members. It's been hugely helpful in guiding our marketing strategy for our next phase of growth, as well as helping us communicate our value to our new team members and board.

    Henry Wilkinson, Founder | drop-in.com

  • “A customer-centric mindset is vital to us, and Gus helped us identify and measure some of the more nuanced and emotional needs of our customers. It’s been hugely helpful in informing our ongoing product development and positioning.”

    Sophie Salisbury, Co-Founder | reia.store

  • "We were so happy with the work - it gave us clarity and confidence on how to move forward with our creative"

    Leonie Holland, Marketing Director | Dalston’s

  • “Gus helped us get brutally clear on why people weren’t prioritising an Up Club membership. The work reshaped our positioning, turning it into a far more compelling offer - it’s been a key driver in getting us back on track to hit our growth targets.”

    Lottie Unwin, Founder | Upclub.co

articles.

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