Behaviour change through insight synthesis and behavioural mapping

Companies have data – lots of it – on consumer behaviour. But there are many challenges when it comes to using it to develop insights: they don’t understand it, they don’t know what is most important, and they might not even know where it all is.

I use the structured, scientifically supported approaches behavioural science provides to understand behaviour. It’s like solving a puzzle: I know how to spot the missing pieces and put them together to get a clearer picture. With that, companies know where and how to take action to change behaviour.

The process

  1. We work together to define a target behaviour you want to change. I use a science-based approach for this.

  2. I review your existing data – such as customer transactional data and market research information – using a framework based on behavioural science.

  3. I construct a bigger picture from the data, which leads to actionable recommendations – solutions for behaviour change.

  4. I evaluate those solutions based on factors including desirability, feasibility, return on investment and likely impact on behaviour.

  5. Then comes competitor benchmarking through a behavioural science lens – this is something most companies don’t think about, but it can bring valuable insights.

  6. To round up the process, I facilitate workshops where we discuss and develop the solutions.

  7. This is how we work together to develop solutions that are based on solid science, not just creativity and intuition. It works best when we focus on a specific behaviour you want to influence; I can help you clarify that goal. 


Customer journey analysis and mapping – the behavioural science way

Customer journey mapping is often done by service design agencies. The underlying assumption is that by mapping out the customer’s journey for different personas, you can identify opportunities that lead to solutions that meet their needs.

This is a hugely valuable approach, but there’s a dimension missing. With a behavioural science-based approach called COM-B analysis, you address the barriers to the behaviour change you want to see.

With many years of experience using both these approaches, I bring service design and behavioural science together. By looking at opportunities to design new solutions alongside interventions that could overcome barriers to behaviour change, I develop a powerful set of potential solutions that help companies reach their goals.


Training and workshops

When you equip your company with internal knowledge about actionable aspects of behavioural science, you set yourself up to create better products and services, better marketing and a better customer journey.

I run workshops for companies based on their knowledge needs, bringing in my expertise in behavioural science and my business experience.

Example training sessions

Behavioural Science for Consumer Insights Professionals

  • Provides your team with behavioural lenses to enhance research methods and analysis, as well as making research more impactful

  • Helps you discuss behavioural science confidently with clients and spot opportunities for behavioural science in client briefs 

  • Helps you minimize biases in the research process and recognize behavioural science phenomena when analysing data

Unbiasing your surveys

  • Helps to create an insight program that optimally measures what you want it to measure

  • Gives you a view of the main types of biases, barriers and problems in survey research

  • Intrinsic biases and barriers from the consumer’s perspective 

  • External biases and barriers we impose through surveys

  • Things to check before finalising your questionnaire

Branding in a new light

  • What a brand is and how it influences consumers

  • How consumers connect with brands and what branding models apply to different industries

  • What constructs are most commonly used in market research

  • What new areas you could explore

Applying behavioural science across cultural contexts 

  • A comprehensive overview of how culture influences decision-making and behaviour

  • How different biases and heuristic are impacted by culture

  • How you can adjust your behaviour change approach with a toolkit of cultural lenses

Culture in Healthcare: Developing Awareness & Competence

  • Understanding the impact of cultural context on decision making

  • Map of key dimensions of culture that play out in healthcare contexts through health and illness perceptions as well as approaches to treatment and support seeking

  • Combination of theory and examples from different areas of healthcare and more specifically COVID-19 responses to help  cultivate cultural awareness and  competence



Behavioural science

As an independent consultant, I can fit seamlessly into any team – within a company or at an agency – to provide the behavioural science expertise the project needs.

Cultural psychology


Our planet is getting smaller, and more than ever before, we’re meeting different minds shaped by different contexts than our own. Without realising those differences, these encounters often result in misunderstandings and conflicts.

Understanding the underlying cultural psychology can help us resolve and prevent those conflicts. There is a lot of research on cultural psychology, but it’s mostly hidden in scientific journals and academic books.

I work with companies to apply cultural psychology approaches to solve their problems. With cultural psychology, you can answer questions such as:

  • Do people experience emotions differently depending on where they grew up?

  • How does the language we speak influence our likelihood to save money?

  • Why are clocks more accurate in some countries than others?

  • How can social mobility create the rifts between generations?

  • Why do people from cities and countryside appear to have such different ways of thinking?

  • And most importantly: why do these differences emerge?

Culture has a wide-ranging impact on human behaviour, which in turn has an impact on business. Understanding those effects has never been more important.