people are not as rational as your marketing thinks
decoding consumer psychology for business results.
What behavioral economics solves:
​
You have traffic without conversions. Customers struggle to make decisions.
You are not memorable in the market you operate in. Your communications don't land.
You are going through a business change (merger, realignment, expansion: line or market) ​​
it started with a
why?
I've been in marketing for over 20 years, and I have always been curious about how people make decisions. Understanding the WHY and what makes people tick offers insights you can use in your branding and marketing to increase impact and drive conversions.
Behavioral economics helps guide our strategies to influence behavior, strengthen brands, and drive meaningful interaction.​
the art of human nature
Integrating consumer understanding to benefit design.
nudging
Small changes to design and experience, like a clearer button or a simpler choice, can move behaviour a surprising amount.
shortcuts
Most decisions happen on autopilot. Once you know the defaults people fall back on, you can design with consideration to them.
decision making
We think our choices are well thought out. Hint: not always. Knowing how people actually decide makes for better messages.
habits
Sometimes the easiest way to change behaviour is to attach a new habit to one people already have.
perception
What something costs and what it feels like it costs are two different things. We work on both.
environment
Hierarchy, color, contrast, language, social proof and physical all steer human decision making.
how it all translates to business success:
positioning
People don't judge value in absolute terms - they judge it against a reference point. So positioning is really the act of picking which reference point a buyer uses and establishing your positioning as a benefit.
branding
Branding work is about cognitive fluency. Simplicity feels more trustworthy and more easily builds familiarity. Consistency builds mental availability, keeping you top of mind when your customer's need arises. Build a brand on ease, familiarity and consistency.
communications
Selecting the primer, framing, timing, and positioning can affect how well messages land, and whether or not they drive action. Its not about just communicating, it's selecting what to use and when.
"The trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say."
— David Ogilvy
​
driving real business results:
+25%
increased profit
We used habit stacking to grow the average consumer transaction amount. Through logic and social influence, we increased a seasonal service by 25% and changed a consumer pattern to make it more efficient and profitable for our client.
​
consistency + communication
Working with an international company, we overhauled their internal communications to foster stronger employee loyalty, training, and pride. Using primers, perception, and visuals, we enhanced the message and transformed the approach to training and communication.
price and positioning
We helped transform a modest cafe into an award-winning fine-dining establishment while preserving its customer base. The challenge of increasing prices and perception while preserving a loyal customer base. This was managed through consistent framing, pricing psychology, and human insights.
​
behavioral audit:
Find out where your buyers hesitate, and what to change so they don't.
A focused look at your customer journey through a behavioural lens.
6 weeks: $3000
- a behavioral review of your website, customer journey, branding, and positioning
- choice architecture: within the customer journey: how your options are presented.
- message framing and pricing presentation
- building social proof and trust signals to enforce decision making
- a buyer friction map and prioritized fixes
