Behavioural Science (BSci.) investigates the systematic, yet predictable ways in which people act “irrationally”.
Many day-to-day decisions are shaped by unconscious, intuition-based psychological forces called cognitive biases or heuristics. When we understand how cognitive biases shape decision-making, we can affect consumers’ decision-making pathways. Utilize context, stimuli and/or experience to “nudge” decisions and behaviour in the desired direction. This applies to consumers, patients, and HCPs.
BSci. allows us to pinpoint and test for the most salient drivers of behaviours without asking consumers to articulate them in their own words. We also leverage behavioural science to guide ideation and seamlessly bridge insights with strategy. Behavioural science enhances our analysis to create better, deeper understanding of consumer behaviour, resulting in unique strategic recommendations.