Behavioural insight

We map user journeys, decision points, and behavioural tasks - revealing moments of friction, expectation gaps, and opportunities for smarter design or policy. 

We observe people in real-world settings to uncover unconscious behaviours, context-driven decisions, and unmet needs - especially during system or service interactions. 

We use controlled simulations and tools like VR to test behaviour under pressure, risk, or novelty - ideal for future transport, automation, or unfamiliar interfaces. 

We apply behavioural and attitudinal segmentation to surface key audience types - supporting more targeted messaging, adoption strategies, or inclusive service design. 

We use structured surveys, realistic scenario descriptions, and behavioural cues to measure how people perceive risk, how they feel emotionally, and what actions they say they’d take.

We explore internal reasoning and decision pathways through deep qualitative techniques - ideal for testing communications, interface comprehension, or trust. 

Realist methods allow us to explore what works, for whom, in what circumstances, and why. We uncover the underlying mechanisms driving behaviour and evaluate interventions through the lens of context, motivation, and outcome - critical for inclusive policy and system design.

We use Theory of Change to map how and why change is expected to happen - linking behavioural insight to policy goals, user needs, and measurable outcomes. It helps teams align interventions with real-world context and identify what needs to shift to drive impact. 

We apply behaviour change models like COM-B to diagnose what enables or inhibits key behaviours—linking capability, opportunity, and motivation to practical design or delivery strategies. These tools inform everything from service redesign to adoption campaigns.