Behavioral Intelligence Grounded in Human Truth
THE INTELLECTUAL FOUNDATION
The Combined Disciplines That Reveal Real Consumer Decision-Making
People rarely make purchases for the reasons reported in focus groups or surveys. Our research framework pulls from five interconnected disciplines to identify, understand, and influence the varying forces behind consumer behavior.
Jobs to Be Done (JTBD)
Grounding inquiry in the functional, emotional, and social progress consumers are attempting to make. We move past static demographics to identify the specific motivations and frictions that determine a purchase decision.
Applied Behavioral Science
Understanding how real people actually act in context, then designing systems that test, learn, and influence behavior to systematically improve outcomes.
Psychology of Goals
Decoding the explicit and implicit goals that drive consumer behavior to orient around their sense of progress and loss. Consumer decisions are ultimately driven by their goals and the forces that impact them in the context where purchases happen.
Neuromarketing
Understanding pre-conscious cognitive processing, emotional resonance, and sensory triggers. We pinpoint the stimuli that reliably capture attention and break established cognitive inertia.
Design Thinking
Deep, empathetic ethnographic inquiry that looks beyond superficial answers. We explore contradictions, underlying objectives, and the workarounds that reveal where existing solutions fail.
Unified Synthesis
The translation layer that bridges human depth and machine actionability. The complex texture of people making buying decisions captured in structured taxonomies for AI and enterprise systems.
The Speed Trap
Our Philosophy
Deploy Your Own Behavioral Data Layer
Let's talk about the challenges you're facing and the behaviors you want to change.