Behavioural Science Consulting

Behavioural science in essence is the study of human behaviour using scientific methodology.

Many businesses at the forefront of marketing innovation are investing in behavioural science consulting. The reasons why are threefold:

1. Tangible outcomes: Behaviour either occurred or it didn’t. Someone either added a product to the basket or not. Someone purchased or not. Therefore the behaviour is real world and can be measured.

2. Precise objectives: Due to behaviour being tangible and measurable we can set precise objectives that ladder into business objectives such as increase downloads or drive interaction with a certain piece of content. This also enables us to conduct real and digital world experimentation.

3. Enables psychology: As we have acknowledged that we are dealing with people and marketing is psychology it makes sense that we should use psychology to drive favourable results for businesses.

There are a wealth of models that can be applied to marketing to increase its effectiveness.

Merely taking the steps to properly understand what motivates and demotivates consumers can have a profound impact on businesses' abilities to interact successfully with their customers.

Another aspect is behavioural, emotional, cognitive biases or heuristics. These include things like social norms which help people to understand how to behave in different contexts, scarcity which helps people to prioritise certain actions and liking whereby we are more easily persuaded by people that we like or have an emotional connection to.

Commercial ecommerce challenges:
The most common challenges we are approached for relate to commercial challenges around sales and revenue. These could be something that is stopping users from converting or that businesses that would like to increase average order value.

Customer experience challenges:
We’ve worked to help businesses to resolve public image and customer perception challenges. Helping to reduce load on customer care lines or reduce the amount of negative reviews.

Financial services challenges:
New legislation means that financial services are under more scrutiny than ever before to make sure their customers have the best possible outcomes. There we can audit financial services businesses to help them make sure they are treating their customers fairly.

Business-to-business challenges:
A common mistake businesses in the B2B sector make is that they forget that they are dealing with people. People who have emotions, needs, wants and anxieties. We can design interventions to help influence business decision making and influence purchasing policy.