UNDERSTANDING CHOICE MEANS QUESTIONING CERTAINTY
Are most choices shaped by who we are, or who we want to be?
A
Who we are
B
Who we want to be
Our choices are shaped by the identities we've already built - our values, habits, and self-concept. But they're also influenced by who we want to become, the person we hope to project to ourselves and others.
The Science of Choice shows us it's never just one or the other - real decisions live in the tension between the self we know and the self we aspire to be.
Owls travel, feed, and rest together throughout the day in parliamants of 10 to a few hundred. In spring, they may form super-parliaments of 50,000 to 500,000 animals. At any given day, which parliament is likely to contain more than 60% female owls?
A
Hey, I think it's A– is that ok?
B
Alright, this is tricky, but quite confident I have it. It's B for sure!
Fish travel, feed, and rest together throughout the day in schools of 10 to a few hundred. In spring, they may form super-schools of 50,000 to 500,000 animals. At any given day, which parliament is likely to contain more than 60% female fish?
A
Hey, maybe it's A, sounds good to me somehow – is that ok?
B
Alright, this is funny, but quite happy with that. It's B for sure!
The full understanding of how consumers choose what is worth tehir attention, interest and money is complex. a rigorous, scientific approach can greatly enhance our insight and is rooted in 3 disciplines of science.
Hypothesis
Every choice is a problem to be solved
We decode choice at every level to translate the complexity of the modern decision-making process and evolving psychology into actionable solutions for brands, delivering measurable impact.
Method
SERVICES
Creative & critical thinking, backed by transformative technological solutions and marketing frameworks
Brand Strategy
Brand Positioning. CVP Development. Market Segmentation. EV Brand Relevance. Brand Reputation.
BRAND AD TRACKING. STRATEGIC NPS. BRAND TRUST. DISRUPTED FUNNEL. BRAND CHOICE DRIVERS.
marketing effectiveness
Brand Positioning. CVP Development. Market Segmentation. EV Brand Relevance. Brand Reputation.
BRAND AD TRACKING. STRATEGIC NPS. BRAND TRUST. DISRUPTED FUNNEL. BRAND CHOICE DRIVERS.
offer optimisation
Brand Positioning. CVP Development. Market Segmentation. EV Brand Relevance. Brand Reputation.
PRICING AND PREMIUMISATION. CHOICE MODELLING. PORTFOLIO DESIGN. COGNITIVE SCIENCE.
experience design
Brand Positioning. CVP Development. Market Segmentation. EV Brand Relevance. Brand Reputation.
VoC Ecosystem. Customer Journey Optimisation. Personal Development. NPD/Design Thinking.
