We improve the way
your world behaves

by discovering your audience’s untapped desires
and effortlessly increasing your efficiency
using robust science, psychology, and nudge techniques

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…[you] gave us some really poignant ideas & insight for our marketing communications, firmly rooted in behavioural science.

Unique and refreshing approach, sorely needed in the industry!

Lotta Holmberg, Head of Marketing Communications, Pawsquad

…you guys are amazing! You’ve managed to package our idea to make it so much more appealing and beneficial to businesses.

Fantastic work!”

Benedict Romain, Life drawing classes in businesses


What you get

✓ Provable, repeatable, error-ranged understanding of what psychologically drives behaviour, and what to do with it

✘ Not fractured ‘he said/she said’ research that makes coherent claims built on arbitrary hunches

✓ Sumptuous communication effortlessly built on strong foundations that work non-consciously and/or consciously, clearly explained and tested, and boardroom-friendly

✘ Not an imprecise, mystical, creative process characterized by ‘I think/feel…’ that promises change but delivers inconsistently, if at all

✓ On-call help and surgeries to support your needs, and workshops/training with tailored ‘playbooks’ and long-term evaluation of staff’s work

✘ Not advice that always turns into a project pitch or bloated retainers. And workshops/training without measurements of success


❯❯ How we do it

We use robust science, psychology, and nudge techniques to give you actionable insight, communication, and support that reveals your audience’s untapped desires and effortlessly improves your efficiency – whether that’s acquiring new users, mapping and repositioning a brand, increasing understanding, or developing products and services – we range from strategy, to marketing, service, operations, HR, SaaS and product development, to policy, and more, to make improvements that work like magic – welcome to The Hunting Dynasty.

Indeed, welcome to the first step in eliminating damaging behaviour.

Our unique combination of deep applied and academic behavioural knowledge, and experience working in the world’s largest advertising agencies makes us supremely qualified to deliver robust, full-stack, out-of-the-box, A+ projects and retained services, every time.

Our name is derived from our core promise – finding you the perfect applied behavioural solution (‘Hunting’) that is as effortless as it is permanent (‘Dynasty’). We work internationally, with clients in the UK, Europe, and North America.

1. Insight

We discover the influencers of people’s behaviour. We do this with provable, repeatable, primary research on capability, ability, motivation, and more.

Most agencies will tell you what your audience say (40 slides of ‘he said, she said’, invariably). Fewer are able to work out what they really mean based on what they say and fewer still, are able to understand the audience on a non-conscious level. You won’t get that here. We know how to work out the deep-seated drivers of behaviour – from our award-winning comprehension tests, to our audience segmentation via implicit attitude mapping, to out-in-the-real-world behaviour, randomised control trials, pathway mapping, and more.

Some of our approaches are below. Tell us about your challenge, or needs.




Randomised control trial (RCT)


Image shown: Behavioural Pathway Mapping group for Independent Age’s cold-call letters for donation from 65+ year olds, UK

Mental models

What are the often-unknown processes your audience follow?
We have a proven pathway-mapping process for in-group, or in-depths


Why does this group behave in that way?
We have an anthropological & ethnographic process to help us understand


Do they use the product/service as expected?
We have usability labs for that

Do they like your product/service over time (e.g. 90 days)?
We have online communities to help you predict future roll out

Image shown: Demographic screen on our Implicit Attitude Map© tool for Homeaway property owners in US, UK, France, Germany


Do they understand your description? (do they like reading it?)
Our online, award-winning, Comprehension-Motivation Test© (C-MT) gives robust results (p value) every time


What is your brand/service’s personality? Your competition’s? Your user’s?
We have an Implicit Attitude Map© tool that uses the Implicit Association paradigm


Is your brand/service unique? Recognised? Recalled? Favoured?
We have a full-spectrum Brand Equity test to answer these questions


You have Big Data – but how do you understand it?
We have regression (SPSS) and interpretation processes to unlock knowledge from your data


What is your audience’s planned behaviour?
Knowing their often un-recognised ‘algorithm’ is vital

Image shown: Observing two sites for six-days, trialling effect of affordance (extra bins) and beautification (cleaning) Keep Britain Tidy & Coca Cola, UK


How does the real world affect your audience?
We have well-proven processes that test for communication and architecture on a large or small scale


2. Communication

We turn insight into dazzling strategy and professional executions that influence behaviour.

Whether it’s overt communication or covert architectural/space changes, we’ll bring all the tone of voice, art direction, and architectural tricks you’ll need. And we know how to craft an intervention so it will knock your socks off. Or sock you in the mouth. (So you can sock it to ‘em – without putting your foot in it.)

Examples of our skill-set are below. Tell us about your challenge, or needs.



Copy & design

Finished output


Image shown: Communication plan for Waterwise to reduce water consumption in 30 million households, UK


You need a full marketing-mix plan and content built on behavioural knowledge?
Drawn from research, we write specific executable plans for your product/service mix (e.g. Social media and brand positioning for a UK B2B startup)


You need a full communication strategy laced with behavioural knowledge?
We write a single, coherent narrative describing timing and content to solve a bundle of problems (e.g. for UK Gov to reduce water use in 30 million UK homes)

The Behavioural Economy

Poor behaviour is damaging all sectors – how can you talk about this inside your organisation?
See our presentation on how the Behavioural Economy is impacting business and services, and get help preparing the way for behavioural-founded projects and strategy

Image shown: Posters for Team London Bridge, and Pawsquad to acquire new users, UK


Editing your existing copy
We regularly help clients – from finance, consumer, government, business, and beyond

Copy platforms created
Paragraph-by-paragraph guidance on what to say (for you to write)

Full copywriting package: structured, tone-of-voiced, proofed, and behaviourally founded, hard working copy
Many of our insight-experiment collateral, and execution work has a need for polished, professional work


Translating insight into execution is where many agencies/clients fail; we save you
Try these examples for a employee cycling initiative, a Christmas campaign, a ‘vets at home’ proposition


You need to manage your users through a sequence over time?
We’ve got that covered with a deep knowledge of the human brain

Image shown: Variants of hundreds of printed stickers and leaflets for an RCT for Bristol Waste to increase kerbside food waste, UK

Art direction

It needs to work hard and look good
Whether it’s design, shoots, or film we have all you need (and more)


There can be behavioural reasons to use illustration – we make it beautiful
Have a look at some of our client work


Altering spaces to evoke change needs careful planning and execution
We’ve done this in public and private spaces



Additionally, we are very experienced in traditional advertising and communications

  • 1 Grand Prix, & 17 Gold awards, inc. Cannes Direct, Cyberlion, DMA, etc
  • +30 Silver, bronze, finalists spanning 1996-2009

      DMA, Cannes Cyberlions, D&AD, Campaign Direct, Caples, BIMA, New York Festivals,
 Revolution Awards, Clio, LIAA, Precision Marketing Awards, IMA Awards,
 Méribel Festival, OgilvyOne Touchpoints, Cannes Lions, Creative Showcase, One Show, MARKies


3. Support

We help train, embed, and support both learning and implementation of techniques that change behaviour – specific to your needs.

From a 10-minute conversation about your challenge when you aren’t sure how to progress, to having your own on-call behavioural psychologists, to products that embed behavioural knowledge in non-expert employees (and permanently reduce inefficient communication), or a C-Suite level future-planning session from experts in behaviour (and much more), we have the perfect ways to layer behavioural knowledge into your organisation.

Examples of our skill-set are below. Tell us about your challenge, or needs.






Image shown: We regularly support DAS Insurance, and the Stowga marketing team, and we are official advisors to Zo Create – a machine learning marketing company


Get quick, actionable insight on how to improve your target behaviour
We’ve done this for hundreds of clients


For those longer term projects where you want to avoid the hassle of finding and briefing an expert every time
We regularly support many of our clients – see how

Image shown: T.A.P.E.© workshop for HomeAway’s US, Fr, & UK staff


Our one hour, pre-packaged, ready-to-go rapid team exercise for beginners


A half/one-day workshop that gets participants expertly correcting their own work (and competitor’s work)

Image shown: The Hunting Dynasty Playbook© for DAS Insurance, UK

THD Playbook©

Get a tailored execution guide that embeds behavioural knowledge in your organisation

THD Scoresheet©

Measurable long-form teaching of behavioural knowledge for staff
See how we make and measure these two processes



Case Studies

Who we are


Oliver Payne FRSA

Founder, Director

A behavioural specialist, author ( Routledge 2011), commentator ( The Guardian, Esquire Magazine, The Telegraph, etc), ex-ad creative, and manager.


Oliver has worked in communications for a long time, and is the founder of The Hunting Dynasty.

He began working in digital startups in Liverpool, NY, and London in the mid 90’s (after a Graphic design degree), shaping digital interaction and inventing some interactive TV elements that are on EPGs today. He was Creative Director up to board between 1999–2009 at Saatchi & Saatchi, and Ogilvy in London on global advertising campaigns for some of the world’s biggest and best-known companies, including BP, P&G, Cisco, IBM, Castrol, Avis, Toyota, and Visa. He’s won lots of the world’s top global advertising awards, and sat on global judging panels.

Since the late 2000’s he’s been working with psychology specifically through The Hunting Dynasty looking to find and build interventions that change behaviour.

He is author of ‘Inspiring Sustainable Behaviour: 19 Ways To Ask For Change’ [link on this site | link to Amazon (Routledge, 2011), which wrangles together environmental and social psychology, behavioural economics, and decision theory.

He is an advisor on the Influence Advisory Panel populated by experts from academia, politics, military, government and civil society.

A speaker on behaviour at NATO (Latvia), Gov departments (Whitehall), Start-ups (Netherlands), Science Museum (London) and others.

Co-founder of the nearly five-year-old London Behavioural Economics Network which meets monthly.

He is a Fellow of The Royal Society of Arts, a member of The Association for Qualitative Research, and an Affiliate of the British Psychological Society.


Davina Blake-Lawson

Client Services Director

Davina is an exceptionally experienced Client Services Director having worked across direct, digital, and behavioural marketing.


Applied psychology for behaviour change work is useless without experienced people to make the markets, and manage the ‘apply’ bit from start to finish. With a decade of experience in client service in one of adland’s largest global networks before working with The Hunting Dynasty, Davina is the lynchpin of our client Service and new business. She has a broad experience in all types of comms including digital, social, mobile, and direct mail, on brands including The Co-Operative, IBM, BaByliss, Revlon, Sherna, Cape Promise, and others.

Louise Stevenson, MSc

Behavioural Scientist

Louise provides expert psychological input into projects, taking a central role in identifying and applying relevant behavioural science principles to client’s challenges, designing methodologies and interpreting findings.


Louise has impressive academic credentials, holding a first class honours in Psychology with Professional Placement from Cardiff University, and a Masters in Social Cognition: Research & Applications from UCL. She has experience working in both consumer insight and health behaviour change, and is interested in using knowledge from applied psychology to help solve real world problems. Her MSc thesis highlighted the power of framing and the pervasive influence of social norms in affecting people’s environmental behaviour, confirming that the way information is communicated has great capacity to affect pro-environmental tendencies.


Jamie Romain

Creative Director


An award-winning advertising creative with experience from some of the biggest agencies in direct, digital, and behavioural marketing, Jamie looks after all collateral that leaves the agency.


Jamie is an advertising creative with experience in direct, digital, and behavioural marketing and is a creative director for The Hunting Dynasty.

He’s spent the last decade creating campaigns for global clients including IBM, American Express, Yahoo, Cisco, Dove, and more at Ogilvy » London, UK, as well as behavioural marketing. He has won many industry awards – D&AD, Cyberlion, Campaign, and many DMAs – and his IBM Seer for the Wimbledon tennis tournament was the first augmented reality app to use live data, was featured in the Economist magazine, and is still used as a case study by both Google and the BBC.

Shanky Kumar, MA, MSc, MBPsS

Behavioural Scientist
President of The Hooria Foundation (THF)


Shanky is a Member of the British Psychological Society, a freelance behavioural scientist extensively trained in psychometrics and statistical analysis and holds a gold-medal Masters degree in Research Methods in Psychology from UCL.


Shanky draws her strength from the international community research work in India and the U.K. alongside strong academic achievements – she holds a first class honours for all her education, including Bachelors in Psychology, Masters in Psychology, and MSc degree in research methods in Psychology, UCL.

She is interested in understanding and influencing behaviours by blending behaviour science inspired technologies with Qualitative and Quantitative methods.

Previously, she has worked for UCL (UK), behaviour research companies, and a super-speciality hospital in New Delhi (India).

She is also Co Founder & President of The Hooria Foundation (THF) – her non-government charity organisation – which empowers young women in India.

Shanky analyses research, provides reports and advises on projects for The Hunting Dynasty.


Lina Skora, MSc, MBPsS PhD candidate

Behavioural Science Advisor

Lina is a PhD candidate in Cognitive Neuroscience, and published ( Springer 2018). She is a vital part of upholding the psychological standards of our work, advising The Hunting Dynasty on research methods and execution.


Previously, Lina spent two years with The Hunting Dynasty as a Senior Behavioural Scientist, overseeing all behavioural aspects of our work, from literature reviews, to solution design, testing, and applied interventions. She also curated the full suite of approaches in our test battery. Lina has a strong academic background in behavioural and cognitive science, with a Bachelor’s degree in Psychology and a Master’s degree in Social Cognition from University College London (UCL). Her experience in bringing robust science into the applied world stands her in great stead with all of The Hunting Dynasty clients.

Alexandra Mecklenburg FRSA

Business advisor

Alex advises The Hunting Dynasty on a wide variety of business opportunities thanks to her decades of experience including Managing Director in the digital and advertising world.


Dr Simon Moore, PhD, CPsychol

Chartered Psychologist & advisor

Chartered psychologist very experienced with organisations and brands using behavioural economics, emotional profiling and engagement.


Simon is a Chartered Psychologist » with the British Psychological Society. He works with organisations and brands in the areas of behavioural economics, emotion profiling and engagement for InnovationBubble », The Hunting Dynasty, and others.

He has specialist knowledge of customer-brand personas. He is trained in psychometrics and statistical analysis. Simon is an author and regularly presents papers at academic and business conferences.

He often appears in the media providing psychological insight into organizational and consumer matters, and has worked with such companies as Sony, Bupa, Pukka Pies, Universal Film Studios, providing them with professional academic advice and research support. He has also provided scientific support in the form of media comment for launch campaigns, PR and branding projects He has a wealth of experience of working with businesses and brands conducting ‘Health-Checks’ and delivering innovative and insightful solutions.

Recent work includes the development of a Recommendation Index (BRI) to measure the potential WOM reach of Brands.

Speaking & Advocacy

Expert and premium commentary on subjects such as the basics of psychology, consumer behaviour, sustainable behaviour, covert and overt ways of creating change, and many specific talks based on The Hunting Dynasty's library of work (of which the full range might not be on display on this website).

Keynote speaker at the ‘Together Towards a Low Carbon Future’ conference run by @esbgroup & @iiea on the 23rd Nov, 2017, Dublin, Ireland. (~20mins talk, ~25mins panel), 2013

Overview of three Hunting Dynasty projects (~12mins), 2017

Oliver closing keynote, Wahalla Behavioural Conference 2013, Nijmegen

Lina presenting at the 3rd Annual Male Psychology Conference 2016, London

Behaviour and the influences that inspire sustainability (~10mins), 2013


“Fantastic. Spoke clearly and confidently, cramming an awful lot into just 40 mins or so.”
>Tom Bowden-Green

“Good talk by a person that seem to know a lot about what he’s talking about. Nice chat afterwards.”
>Jonas Hjalmar Blom

“…a huge ‘Thank you’ for your contributions… Afterwards I had an unprecedented number of people commenting and complimenting… each of you individually… the session earned a nomination for… the ‘Best Contribution to Conference’ category …that’s a high compliment.”

“I’d like to say thank you for a brilliant talk yesterday. Thanks are due for so many different reasons… You came up with a fantastic intro to BE. You delivered a great show. The client loved it (won’t stop going on about it, in fact). It really energised the ideas we generated afterwards. You made us look good. I could go on.”


Contact us


❯ Journalism, Interviews, Commentary

Journalist requests for comment, or background information on a topic. Editor requests for written articles. Podcast, TV, and radio requests

It looks exactly what I wanted. No, scratch that, it’s much better, more insightful and thorough than I could have asked for.”

Leah Hardy, Journalist (Cosmopolitan, and more), Broadcaster, Author

Oliver Payne’s writing is insightful, informed – but always entertaining. If you want to understand why we do what we do, he’s your man.”

Daisy Buchanan, Journalist (Grazia, The Guardian, Look, The Telegraph, The Mirror, Esquire, and more), and Author of ‘Meeting Your Match”

Esquire magazine

‘Has Tinder Ruined The Way We Hook Up Forever?’

Economic Rockstar: Podcast

064: Oliver Payne on Transitioning from a Marketing Creative to a Behavioral Scientist

Secret Psychology of Persuasion: Podcast

The secret psychology of persuasion with Nathalie Nahai

Centre for Applied Intelligence

First of a series of interviews with thinkers and practitioners in messaging research for the CAI

The Guardian

How Candy Crush gets you hooked – six addictive tricks. From colour theory to cultural awareness, psychologist Dr Simon Moore explains the compulsion secrets hidden in mobile games like Candy Crush Saga


A New Agenda on Climate Change, by Jonathan Rowson – and the four distal dimensions: “not here”, “not now”, “not me”, and “not clear”.’Direct link to page

Materials Recycling World

‘Communications need a personal touch.’ Paywall | PDF

The Telegraph

‘Four ways your energy firm ‘nudges’ you to be more green’

Engaged Investor

It’s time to better educate people about longevity’

Science Rockstars


The Guardian

Can a change in portion size transform our bad food habits?’

The Guardian

‘Real time advertising could play role in sustainable behaviour’

Pimp My Cause

A Conversation with Oliver Payne, Founder of the Hunting Dynasty

Green Alliance think tank

‘Meh’ vs yeah: how to make the most of loss aversion’

Hyper-local, visible action is key to encouraging green living’)

Contact us


❯ Books & Chapters

Inspiring Sustainable Behaviour

Sole authorship

Oliver Payne, Founder of The Hunting Dynasty, is the sole author.

This books asks why do short-term memory tasks change our behaviour? How is our worry-profile the same as an Argentinean farmer’s?

It uses robust, peer-reviewed psychological insights to show how to change behaviour. It will teach you how to ask for persistent, pervasive, invisible – and in some cases near-costless – change by using our hidden quirks, judgmental biases, and apparent irrationalities.

It’s of great value to policymakers and professionals in marketing and communications departments dealing with issues of resource-stress.

Screen Shot 2017-10-12 at 19.44.25

Elsewhere on Amazon: UK | US | Canada | France | Germany | Japan



There are several reasons to recommend this book… it is written in a frank, conversational style that most readers will find appealing… the author covers a great deal of ground and effectively summarizes the technical literature in an easily digestible format. The book also includes a glossary of terms, making it easy for the reader…

Adam Mayer, Journal of Environmental Studies and Sciences, Volume 4, Issue 2, June 2014

Advocates of environmental issues come on strong… Inspiring Sustainable Behaviour turns this on its head… Payne’s book is like an industrial loom for the synapses; it weaves in strands from contemporary psychology, cutting-edge marketing and cognitive behavioural techniques to show us how… ultimately… this can be used to our planet’s benefit.

Elite Business Magazine

The most passionate and articulate hymn to sustainability since ‘An inconvenient Truth’

Mark Wnek, U.N. Special Envoy for Global Education, ex-Chairman and Chief Creative Officer of Lowe (NY), EuroRSCG (UK)

Nudging can be used for good or for evil. For far too long, the evil-doers have known about the tools for influencing behavior. Thanks to efforts like Oliver Payne’s, that is all changing. Inspiring Sustainable Behaviour will help create more good in the world, while bringing more fun and happiness to those who lead the charge.

Dr John Balz, Marketing Strategist, former editor of Nudge blog associated with New York Times bestseller Nudge: Improving Decisions About Health Wealth and Happiness

. . . Oliver Payne masterfully brings together insights from a wide range
of psychological research, weaving them into a coherent guide for communications for change.

Dan Lockton, University of Warwick, author of Design with Intent: 101 Patterns for Influencing Behaviour Through Design

. . . If you want to join the fight against this insane, mechanistic view of human nature, you will find Oliver’s book an essential and often-used part of your armoury.

Rory Sutherland, Vice Chairman Ogilvy & Mather UK, author of The Wiki Man, Spectator columnist

. . . an eminently accessible guide to understanding people’s behaviour and what you can do to influence them . . . Beyond its importance to the topic of sustainability, whatever the concept or product, you will sell it more effectively once you have read this book

Philip Graves, author of Consumer.ology

We assume big problems need big solutions . . . Yet, what Oliver Payne shows, is how intelligent small changes . . . can be hugely effective even in the face of a global problem. This creative engagement with human understanding will change your mind and might just save the planet

Dr Nick Southgate, Institute of Practitioners in Advertising, Behavioural Economics Consultant

Handbook of Human Motion

Co-authorship of a chapter in the book

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Screen Shot 2017-04-21 at 15.08.33 Lina Skora, Behavioural Science Advisor, MSc MBPsS PhD candidate, is the co-author of a chapter on psychology in the Handbook of Human Motion.

The Handbook of Human Motion is a large cross-disciplinary reference work which covers the many interlinked facets of the science and technology of human motion and its measurement. Individual chapters cover fundamental principles and technological developments, the state-of-the-art and consider applications across four broad and interconnected fields; medicine, sport, forensics and animation.

The Editors-in-chief are Müller and Wolf.

Product detail on Springer.

Contact us

Give us a call, and our receptionist will direct you to the right person – or drop us an email and we look forward to getting back to you.

+44 (0)843 289 2901 | @HuntingDynasty



Head office

The Hunting Dynasty
ClubWorkspace, The Leather Market
Weston St
London SE1 3ER


“We are ancient creatures in modern times.”

The Hunting Dynasty