Insights
Notes from the work.
What we're learning from building marketing teams that work with AI: what holds up, what doesn't, and the tools we use ourselves.
Articles
Topics
- How buyers decide6 min read
Behavioral science in brand strategy: building a brand buyers retrieve and trust
Most brand strategy optimizes for how buyers rate a brand, while most buying depends on whether they recall it. Keller's brand equity model, mental availability, ELM, source credibility, and prospect theory show how to build a brand buyers retrieve at the moment of need and trust once evaluation starts, and a five-question audit finds where yours is exposed. - How buyers decide6 min read
Using behavioral science in marketing: a working method
Most advice on behavioral science in marketing stops at a list of biases. This is the working sequence we use: four academic frameworks, the specific decision each one governs, and how to build them into the assets of a go-to-market system so they outlast a single landing page. - How buyers decide7 min read
Behavioral science in market research: designing studies that predict what buyers do
Market research keeps measuring what people say, then acting surprised when buyers do something else. Behavioral science treats that gap as a design problem. ELM, framing effects, social proof, and source credibility each change how a study gets built and how its results get read.
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