Our approch
Just as a chef requires the highest quality ingredients to produce their best work - we believe the best strategies and creative require highest quality insights.
The best insights are 3 things:
Robust - They are accurate and represent reality
Illuminating - Insights are not facts or pieces of information, they are derived from information and are a new way of seeing things.
Directive - Provide clear implications which promote action and results.
And behavioural science is the magic sauce which enables us to unearth more accurate and impactful insights and solve problems in new, more effective ways.
Behaviour change
When you strip it back, most business are in the business of changing behaviour - Uber want to change how you travel, Hello Fresh want to change how you cook at home and Huel want to change the way you eat all-together.
So it follows that a business’s ability to understand and influence behaviour more effectively is what will set them apart.
Which is why brands that understand how to apply behavioural science - the study and practice of changing behaviour - have a huge advantage over their competitors. Enabling them to build and communicate products and services that work with the grain of human behaviour.
A better model
Behavioural science reveals a more accurate model of human behaviour for us to work with along with tried and tested techniques we can implement to ensure we are designing and communicating products and services that fit with human psychology.
You can think of it in the same way as medicine evolved. Once upon a time, medical procedures were grounded in intuition and word-of-mouth rather than evidence (think, blood-letting, or lobotomies). Now they are based on theory and evidence from medicine, biology, genetics, so on and so forth.
In the same way, product and marketing can draw on theory and evidence from psychology and decision making to deliver more predictable, consistent outcomes.
In practice, it improves our ability to identify what’s influencing behaviour and also offers new and powerful solutions to change it.
More robust research
Reliable and accurate consumer research cannot exist without leveraging insights from behavioural science, both in terms of how we analyse behaviour and how we go about designing the research.
For example, behavioural science reveals how certain mental traits impact our decisions without our conscious knowledge.
A simple example is where people tend to pick stocks with more familiar or easy-to-say names. Yet when asked why they have chosen that stock, they will explain their rationale - the company performed well last year, it’s in a growing sector, etc.
This deeper understanding enables us to avoid unhelpful post-rationalisations and design research that will uncover the true (rather than claimed) influences on behaviour.
