Perspectives

Insight from the frontier of behavioural science.

Our latest thinking on behavioural science, psychology and how a deeper understanding of human behaviour can transform your organisation.

8 February 2026·6 min read

Don't Read This Article...Unless You Want to Know More About Psychological Reactance

The moment someone tells us not to do something, a little voice inside says, 'Well now I have to.' That impulse isn't childish stubbornness. It's a well-documented psychological phenomenon called reactance.

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5 February 2026·7 min read

Designing for the Sale vs. Designing for Retention

One of the most overlooked realities in product development is that the psychology that gets someone to buy a product is not the same psychology that gets them to keep it.

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3 February 2026·5 min read

Net Promoter Score is the Most Overrated Metric in Customer Experience

NPS looks beautifully simple on paper. But the more I've worked with it, the more I've realised it tells you far less about the customer, and far more about the contextual anchors shaping their answer in the moment.

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23 January 2026·8 min read

Financial Decision Making Under Uncertainty

When faced with uncertain times, we are often our own worst enemies when it comes to financial decision making. We tend to act impulsively, follow the herd and fail to think through the consequences of our actions.

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15 January 2024·6 min read

Curiosity Motivated the Cat to Resolve its Knowledge Gap

Humans are inherently and insatiably curious beings. We have a very strong desire to know and curiosity is one of our most basic, universal human traits.

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