Blog

Why Customers Remember the Miss, Not the Match

What the 2026 World Cup teaches us about the psychology of memorable experiences The 2026 World Cup will be remembered for many things, unfortunately none of which are England winning! However, I am sure Jude Bellingham will get a mention and, being a nation of eternal optimists, let's see what 2030 has in store for us. Alongside the goals, the…

AI Makes Humans Essential, NOT Redundant

Dr Peter Hughes explores cognitive science and behavioural psychology, explaining AI doesn’t replace human thinking but makes discipline and judgement more important than ever. AI is reshaping human…

The Biases Shaping Your 2026 Strategy

How cognitive shortcuts distort planning decisions and what to do about it.

The Psychology of Flat Pack Loyalty: The IKEA Effect

Walk into any IKEA, and you’ll see plenty of shoppers happily wheeling out boxes of flat-pack furniture. Despite knowing they’ll soon face hours of potential puzzling over cryptic instructions, bags…

The Rise of the Labubu … Scarcity + Surprise = Outright Addiction

What can a weird-looking creature that resembles an 80s gremlin teach us about psychology and behavioural science? Well, quite a lot, as it happens!

The Psychology of Smart Messaging: General Electirc

Discover how General Electric used tribal cues to connect with their audience to win hearts, minds, and those all-important conversions.

AI and Human Biases: is Behavioural Science the answer?

Mustafa Suleyman, the co-founder of Google DeepMind wrote about AI, that its ‘vast, almost instantaneous consumption of information is not just difficult to comprehend; it's truly alien'.

Designing with DEIA in Mind

Design inclusively with DEIA in mind for neurodiverse audiences while maintaining your brand's identity with these 3 key points.

The Psychology of Smart Messaging: The Economist

Discover how The Economist used the illusory superiority bias to boost subscriptions by 95% through psychology-led, smart, standout messaging.

Blog

Why Customers Remember the Miss, Not the Match

Why Customers Remember the Miss, Not the Match

AI Makes Humans Essential, NOT Redundant

The Biases Shaping Your 2026 Strategy

The Psychology of Flat Pack Loyalty: The IKEA Effect

The Rise of the Labubu … Scarcity + Surprise = Outright Addiction

The Psychology of Smart Messaging: General Electirc

AI and Human Biases: is Behavioural Science the answer?

Designing with DEIA in Mind

The Psychology of Smart Messaging: The Economist

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