Expertise 1


People’s opinions, intentions and predictions don’t always correspond to what people actually do and decide.

That’s why we use behavioural science as a guide to understanding people and their behaviour, because it’s the study of what people do and how they do it, not of what people say and think.

More to the point, behavioural science has provided us with a practical toolkit to reveal the behavioural mechanisms that shape people’s motivations and decision making beyond their awareness and recollection, including non-conscious forces such as innate bias, environmental cues and social norms.

Behavioural design is the application of behavioural science to activate motivations and inspire action.

More specifically it concerns tapping into the (non)conscious drivers that shape people’s motivation, decision making and behaviour by applying well-documented change, nudge and persuasion techniques. It’s evidence-based marketing!

We specialize in designing nudge campaigns, effective customer services, persuasive go-to-market strategies and campaigns that inspire (social) action in target audiences.

Expertise 2


The digital revolution hasn’t changed the fundamentals of brand building and positioning. Brands still need to have  purpose and tell stories. And they are still built through creating distinctive associations with a category

It goes without saying that our approach to brand development is informed by evidence based theory (yes, we have read Byron Sharp too) and practice,

And we don’t just leave clients high and dry with abstract idea: if you don’t know what to DO as a result of our work, we haven’t done our job

The dominant model of advertising effectiveness assumes that you need to transmit a message that people must understand and accept.

We believe that advertising can work in multiple ways. It includes Robert Heath’s notion of emotional seduction and Byron Sharp’s idea of positive distinctiveness.

Importantly, we don’t attach much value to what people ‘say’ or whether they ‘like’ an ad – we care about how they react in light of the underlying objectives.

Expertise 3


Foresight is a blend of long-range intelligence, investigative journalism, insights and scenario planning. No crystal ball but lateral thinking coupled with a healthy dose of imagination. At the end of a foresight journey you’ll understand the present and possible futures − and how to get there.

Foresight is different from innovation in one important way: it is primarily aimed at understanding the paths that lead to possible futures. It is not intended to produce new products or services, at least not directly.

We see innovation and concept development as a process of discovery, not an exercise in logical thinking. We refrain from semantic to-ing and fro-ing, and we don’t ‘test’ ideas: we explore them.

We distinguish between Horizon 1 or incremental innovation, Horizon 2 or break-through innovation, and Horizon 3 or disruptive innovation (thank you, McKinsey).

Our behaviour 3D lens  offers a meaningful contribution to the Horizon 1 process. For Horizons 2 and 3 our collaborative Foresight Leap offers essential benefits, since it requires vision and guts, and not just human intelligence.