Design for how people actually decide.
Every product, campaign and customer experience is an attempt to change what people do. Yet most are built on how we think people behave, not how they actually do.
In the real world, our choices are shaped by habits, biases, social influence and dozens of other forces we never even notice. They’re easy to overlook, but they’re often the difference between an idea that lands and one that sinks.
I help brands big and small close that gap. From global names like Unilever and Reckitt to fast-growing challengers like Motorway and Surreal, I help them build and communicate in line with how people actually think, decide and behave.
Gus Allen (MSc), Applied Behavioural Scientist
"Gus filled in some key blind spots for us, and our brand will be infinitely better for it."
KIT GAMMEL, CO-FOUNDER | SURREAL
projects.
POSITIONING
Uncovering what Sushidog really meant to its customers to set their brand refresh up for success.
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.
services.
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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.
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We use a range of evaluation and validation techniques to reveal how your positioning and creative will perform out in the real world.
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A psychology-led homepage audit that quickly fixes what’s quietly killing your conversion.
Find out more
“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.
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"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
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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
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"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
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"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
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“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
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"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
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"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
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“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
