About Beyond
Beyond exists to help ambitious brands get crystal clear on who their customers are, what shapes their behaviour, and how to design and communicate with them more effectively.
One of the biggest contributions from behavioural science has been its challenge to the idea that humans are rational decision-makers.
Yet when it comes to customer research, this knowledge is often ignored, and we end up treating participants as if they’re rational, consistent, and perfectly self-aware.
We forget that research participants are subject to the same mental shortcuts, biases, and post-rationalisations as in everyday decision-making.
The result is that so much feedback that sounds plausible often ends up being misleading.
But that doesn’t mean it’s pointless. It just means we need to shift our approach from collecting quotes to decoding behaviour to unearth the true (rather than claimed) drivers of customer behaviour.
Our Approach
Being customer-centric isn’t actually about listening to what people say.
It’s about decoding what they’ll actually do, even when they can’t explain it themselves.
And behavioural science reveals a more accurate model of human behaviour for us to work with, as well as tried and tested techniques for designing and communicating products and services that are a better fit with human psychology.
We draw on theory and evidence from consumer psychology and behavioural science to improve our ability to identify what’s influencing behaviour and how to change it.
Gus Allen
Founder & Principal Consultant
About me
I’m a consumer psychologist and market researcher with a proven track record of helping brands turn customer insights into growth.
During my time at Shift and Kantar, I worked with some of the world’s biggest consumer goods groups advising on strategy and innovation, including Unilever (Hellmann’s, Dove), Diageo (Patrón, Grey Goose, Guinness) and Reckitt (Nurofen, Finish).