What if people behaved how you intended?

We change behaviour – we make it predictable, repeatable, and we prove its success

We do four big things: INSIGHT, STRATEGY, DESIGN/COMMS, & PRODUCTS (TRAINING, STAFF ‘PLAYBOOKS’, ON-SITE EXPERT, Etc). You’re welcome to get just one of those things from us. Or a combo.

Behavioural Health Check Insight Strategy Communication
Behavioural Training & Workshops Your On-site Behavioural Expert

Founded nearly a decade ago, we have years of experience of defining problems and changing behaviour. Indeed, our name is derived from our core promise – looking for applied psychological solutions (‘Hunting’) that last permanently (‘Dynasty’). We work internationally, with clients in the UK, Europe, North America.

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Who we do it for


Marketing & brands

Presenting information and brand messages in way that affects automatic and well as the ‘thinking’ brain. And crafting, testing, and delivering emails, call-scripts, ecommerce, face-to-face sales, and more.

Sustainability, charity & giving

Creating the situations that encourage co-operation, group behaviour, and working with non-consumer, often non-aspirational actions relies on some uncommon interventions. Increasing a charity’s share-of-wallet relies on some key psychological pointers.

Staff, spaces & architecture

Engaging employees can be a complex set of overt and covert ‘messaging’. Find out how we’ve done it. There are some big watch-outs for non-psychologists who try to increase staff or visitor compliance, particularly around the magnitude of request.

Special & international

Tailored projects for clients with Special Projects & International Programmes that are poorly dealt with by existing suppliers, or lack scale; Disaster relief & psychology of appearing in remote communities, geology, and exploration. We are certified for UK Military Strategic Effects contracts.

What they say about us

The Hunting Dynasty enabled us to consider the perceived and hidden barriers to communicate effectively… to change behaviour. This resulted in far higher participant take up and engagement. I would thoroughly recommend… Professional, friendly and effective without dazzling you with unnecessary science.

Ronan Carter, Director, Yomp – For conceptualising, designing and building a comms pack to support efforts to increase staff cycling to work

Really, really helpful ideas for the business – and not the usual ‘buy my model’ but a real bespoke service. Way better than I’ve had from ‘normal’ communications agencies.

Rod Fountain, Founder, FluteOffce – For positioning a new product in the marketplace

❯❯ Services

❯ Behavioural Insight

Most agencies will tell you what your audience say. Fewer are able to work out what they really mean based on what they say. Even fewer still, are able to work out what the audience really feel on a non-conscious level – indeed many people themselves are unable to crystallize these thoughts.

But we know. We know it all – from comprehension to implicit attitudes, and more.


1. Literature reviews

Standing on the shoulders of giants (it’s high up here!)

Since 1879 when Wilhelm Wundt founded the first laboratory dedicated exclusively to psychological research in Leipzig, we’ve learned a lot about how behaviour is guided through millions of test, papers, and experiments that have been run, documented, and reviewed since. In these might be the answer, or close to the answer, we’re looking for – so we go on a hunt.

2. Quant: Online studies

The ‘Understanding’ Test

screen-shot-2016-09-10-at-16-10-22Even though it ‘reads okay’, does your audience understand your copy? You sure? It’s hard to get anywhere if your audience aren’t sure what you’re saying (the gobbledygook factor) – so let’s run it through one of our award winning comprehension tests and make the copy and imagery work hard.

In our case studies, you’ll find an example in DAS insurance work

Implicit Association Test

screen-shot-2016-10-09-at-22-14-58A spooky, deep-seated, revealing test. Sometimes an audience finds it hard to crystallise their attitude – not with this test – we find it *all* out. Developed at Harvard, the Implicit Association Test measures the speed of association. It’s great for comparing your brand, your service, product, new process, etc with competitors.
❯ Match it with the 12 global brand measures and we can see if your brand (or celebrity endorsement) wins or loses against your competition (in all western countries)
❯ Test the parameters important to your business, or organisation –  in our case studies you’ll find an example in Actelion staff feedback work

Tailored tests, just for you

Have all this and more, from standard tests from the annuls of psychology, to the specific challenges you face including explicit measures of Evaluation (‘good-bad’), Potency (‘strong-weak’), and Activity (‘active-passive’), and free-text input fields for content analysis.

in our case studies you’ll find an example in Aon pension checklist build and test specifically tailored to the project’s needs

3. Qual: Tests administered face-to-face


file-page15 copyModerated, and observed by psychologists and behavioural experts, our qualitative groups tell us about their behavioural pathway, and find all the factors that affect their decision-making – both the ones they say and the ones they don’t know they’re telling us. We look for the revealed states, the fluid speaking of a ‘comfortable’ thought, the clenched hands of struggle, the miming and mimicking that adds grammar and meaning to simple words.

Come sit with us on the other side of glass and we’ll talk you though it as it happens. (e.g. 400 of Actelion pharmaceutical staff, 65-70 year olds for Independent Age, Pension Trustees for AON)

4. Studies out ‘in-the-wild’

Randomised Control Trials (RCT)
screen-shot-2016-10-09-at-18-28-06The audience reveal their behaviour to us irrespective of what they say by us manipulating the environment and observing behaviour – could be letter, spaces, and more. indeed, one of the foundation pillars of behavioural economics is the fact that context affects behaviour irrespective of the audience’s expressed thoughts.

in our case studies you’ll find an example in Keep Britain Tidy/Coca Cola on-site bin interventions.

Ethnography & Anthropology
Screen Shot 2016-06-27 at 21.54.20Groups are organised in, well… groups. This affects how they behave – are they hierarchical? Individualist? Or more challenging, such as a cult-like enclave? We know the reasons why they are like this, and what to do to change. We can do anything from a light touch to a thick description.

See an ethnography story on our Actelion page

In Bristol (UK), for Bristol Waste, we visited pre-planned respondents in home to observe and discuss their recycling habits. We crafted a ‘route out of the home’ which we had not seen in literature before.

❯ Behavioural Strategy

What’s the plan, Stan? Sometimes the need to get everyone on the same page is vital, even if the need for a piece of design/communication is a long way off. What’s really useful about our input is that your strategy is all planned though a behavioural lens – the whys and wherefores are all embedded and explained. It is a recipe for behaviour change delivered as a do-able strategy.

And if you need to execute off of it, non-behavioralists will not go far wrong. (Obviously we can execute from it too, saving you the hassle of ‘switching trains’.)


Execution strategy

A punchy platform: Designing and copywriting plans for non-experts to use (usually in an execution-platform already decided).

Execution strategy ▼

1. Rosacea website

The key aim for the client was to encourage people to make an appointment with a doctor – and we wrote some insights from Behavioural Economics (BE) applied to meet this requirement and persuade people to visit their HCP, and some copy examples as a platform for copy and dev teams.

2. Asthma animation

Similarly, this is helping non-behavioural medical marketing agency have a useable foundation upon which they could create an animation and copy lines to go on YouTube and be confident it was behaviourally robust.

Product & deployment strategy

A need for upstream strategic work that gives direction to categories of communication, as well and more granular descriptions and reasons for executional approaches? We do that, too.

Channel strategy (Print, Digital, TV, events) & comms strategy ▼

Cardboard Futures

Everybody loved the cardboard desk concept. Even Esquire magazine had featured them before we were commissioned. We were asked, ‘Why – despite overt interest and positive PR – are businesses not buying our cardboard desk?’


We mapped how to remove, reframe, or ‘agree with’ the instinctive response to get a non-dissonant, non-reputation affecting decision from office equipment procurement managers. We agreed on fixing the instinctive response by renaming the product from ‘Cardboard Futures’ to e.g. ‘Fluteboard’.

See the whole story in our portfolio page

Comms plan 2013-2014 for half of all UK domestic water companies.

15,000 word plan.

Waterwise is a not-for-profit funded by water companies focusing on water efficiency, and asked us to write a comms plan for 2013-2014 (and on to deregulation in 2015) that would reduce the amount of water consumed by domestic customers. Chaired by DEFRA, a steering group populated by the Consumer Council for Water, The Environment Agency, Sutton and East Surrey Water, Affinity Water (formerly Veolia Water), Thames Water, South East Water, WWF (World Wildlife Fund), Waterwise, Energy Saving Trust, and Kent County Council.

See the whole story in our portfolio page

❯ Behavioural Design

Is it a bird? Is it a plane? Is it a wood plane or a plane-plane? Is it a plain plane-plane?

Don’t worry, if we’ve gone through the full-stack we’ll know where your communication should be by now. And if we’re dropping in here, we’ll bring all the tone of voice, art direction, and architectural tricks you’ll need. And we know how to craft it 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.)


Behavioural copy

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Copyediting ▼
Taking existing collateral (written by clients or their agents), we help reshape the structure, flow, and use of language without changing the meaning to make the comms work as frictionlessly as possible.
Time Hours – weeks
Costs Rewrite time
Good for any copy: brand, letters, online, mobile, signage, internal, consumer, safety (seriously, anything)

In detail
1. Consumer-facing financial letter re-organisation & word changes

1. Lower cognitive load.
The original letter is text-heavy, exerting high cognitive load.
2. Clearer mental structure.
The letter is highly descriptive. It needs to provide the reader with a clearer, more accessible schema (mental representation of what a given action is).
3. General ease.
The letter’s complexity implies that the action required is difficult. There is no clear specification of what is required of the reader. However, people tend to engage with an action more readily if it appears easy and the objective is clearly stated.

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Copywriting ▼
After a standard brief on outcome and expectations, we conceive, write copy platforms and write highly crafted, polished professional copy, written by a combination of psychologists and advertising and Oxbridge trained writers. Many styles, engaging and fit for purpose with all the lessons of psychology embedded.
Time Hours – weeks
Costs Rewrite time
Good for any copy: brand, letters, online, mobile, signage, internal, consumer, safety (almost everything)

In detail
1. Aon Hewitt behavioural checklist for pension trustees

Writing compelling copy to describe and sell a checklist for defined benefit pension trustees. A balance between describing the product and the reason to believe why the audience should use it.

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We are award-winning OOH and press writers – but that’s just proof of ability to conceive and execute ‘as per’ adland; We write and produce message that are psychologically coherent as well as to the standards most research or academic businesses cannot deliver.
We have experience of creating award winning direct mail both in traditional direct mail world and in psychologically- coherent writing and design.

Develop and build from scratch a psychologically-coherent direct mail campaign


Behavioural art direction & film

IMG_9205 copy
Art direction ▼
Crafting sumptuous imagery is a skill – making it conform to the needs of social psychology is another; We do both.
Time Hours – weeks
Costs Time, external print costs
Good for Many properties: brand, online, mobile, signage, internal, consumer, etc

In detail
1. Stravel: An app that tracks your travel

Visualising the combination of modes of transport concrete, proximal, and very very salient helps drive a new mental model of transport as something to measure in many modes, not just ‘I get the train’, or ‘I drive’.

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2. Ecommerce website for sustainable products

Using existing ecommerce structure and client-supplied product shots, we sourced and added quotes from well-know publications in pseudo-handwriting in order to:
1. Add proximal ‘human’ angle to the quotes – which helps target ‘over value’ the impression of the product
2. Add authority effect effortlessly by adjusting the *.css file to show graphic logos inline in text
3. Designed a ‘rubber stamp’ effect logo to make the ‘human hand’ in this more proximal

3. Art direction pack for client internal marketing department

A comprehensive re-write, re-design, and re-shape, of the Family Classic brochure so it is as fit for purpose as possible. We pulled on our competitive review, primary knowledge (from our comprehension test), literature review, and existing knowledge re-write and re-design elements of the Family Classic Policy document to increase the reader’s ability understand, and their motivation to continue in a A3 document (and companion A5 Policy document) explaining exactly how we’d changed elements, and why. This serves as a handbook for future communication writing and design, too. Graphic design and printing by our partner Draught Associates Ltd

TV/film, Youtube, storytelling ▼

1. Scripts for VW

Script for VW (via Tribal DDB), written and conceived as a behavioural-underpinned piece.
Time days – months
Costs Time, production co, etc
Good for Many properties: brand, online, mobile, signage, internal, consumer, etc

Behavioural Digital

Digital interface ▼

From responsive sites to smartphone and tablets – we have experts on staff and specific partners and can cover all eventualities.

Comparison website – increase cross-sells

Existing live interface (image, UI, and copy)
Existing mobile interface and comparison sequence is below.

Client request to apply psychology increase cross-sells, so we redesigned components. These four quirks seemed important, and repeat throughout the following suggestions.

    Social norms
    We are strongly influenced by what other people like us do
    Progress confidence
    The closer we are to completing a goal, the faster we complete subtasks leading towards that goal
    Endowment effect
    We overvalue that which we own over that which we don’t, and can instigate this with the use of language
    Cognitive load
    Deliberative attention is a finite resource, automatic thinking is more persistent – and we can speak to the ‘automatic’ more easily with visuals

Comparison website: Redesign interface
The interface redesigned to synthetically evidence prevalence by adding lots of input in all sections – an empty restaurant is not attractive.

…and more.

Email & direct digital comms ▼

Direct communication needs to be effective, and both shaping the message correctly and making sure they emails can be built is equally important.

Email: Original outline and copy platform
Solstis bikes were preparing to offer a brand new version of an electric motorbike via email to interested business leads.

Email: Behavioural rewrite and design
You can see a lot of framing in the email, as the bike on offer is flanked by two others of less and greater price/value as a way of giving the reader’s reflexive thinking some context. See the pull-out boxes for more (we wrote others to deal with running costs, and road tax).

Email: Image slice and prep
Slice images and prep for HTML build

Email: HTML write and FTP and deliver
Write HTML email, upload images to our server with absolute URLs, prepare text only version for email that won’t display HTML.

Behavioural environment

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Architecture & space ▼

We have accounted for the environment’s influence on people’s behaviour by altering architecture/furniture & re-observing, unseen on-site. See also, cycle parking, showering and changing facilities.
Time Days – months
Costs Time, production, etc
Good for Many properties: brand, online, mobile, signage, internal, consumer, etc

In detail

1. Road-side furniture: bins, cleaning, and affordance

We were able to account for environment’s influence on people’s behaviour by altering architecture/furniture & re- observe, unseen on-site, by observing littering behaviour one week and then installing extra bins and cleaning the street and re-observing behaviour on the same days at the time the following week.

❯❯ Products

❯ Behavioural health check

First Aid for target behaviour.

Whether it’s SaaS, products, concept development, target outcomes, pitch support, etc, come make a visit to the doctor; either you get fixed, or you begin the process of finding the deeper problems. And we can usually point out one, two… or five things that you can do straight away to change the behaviour of those involved.

It takes only 15mins. (Seriously.) Give your solution a little extra ‘oomph’.


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Give a behavioural ‘reading’ of your strategy, communication, interface or architecture

Actionable commentary on existing communication – we understand why drives decision-making and behaviour, and we’ll tell you how to get what you want from your audience

We build a ‘behavioural toolkit’ to help you action changes ongoing

How to go all the way from nothing to finished article in one easy arc
Increasing cross-sells online
Making new service/content higher uptake via email (e.g. Lexoo/lawyers, Gavin Millar/photographer, HomeAway/travelling)
Online choice architecture (e.g. Friday)
FMCG print ads (e.g. Wrigley’s press adverts)
In-store product display (e.g. Sainsbury’s)
Increasing loft insulation (e.g. British Gas)
Military communication
Face-to-face finance sales
…and more


❯ Behavioural Workshops

We help you and your staff unlock what most of you already instinctively know about behaviour – and we teach everything we need to know about the traps we to which commonly fall prey. From a basic primer, to longer training and assessment, we have a workshop for every need – and we can tailor a workshop (of a whole suite) especially for you.


Behavioural Application 101

Behavioural Application 101 is a rapid team exercise to listen to and apply behavioural principles to a ‘pre-packaged’ problem – that of a imaginary coffee shop. The exercise asks the participating teams to get customers to move away from using paper cups by using behavioural comms, messages, and changes to the shop. Staff will see the benefit of a behavioural approach to problem solving, and have methods to apply in their day-to-day work.

  1. • On-site or off-site at a local facility
  2. • An engaging presentation by us (~30 mins)
  3. • Split into groups, discuss, and present answers (~25 mins)
  4. • Guided towards examples of ‘overt’ comms and design, as well as ‘covert’/’the situation’ environment change

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Behavioural Assessment Training

Behavioural Assessment Training is a half-day or full-day session which improves staff’s ability to assess the good and bad behavioural elements in their company’s, and their sector’s, communications. Staff will learn a long-useful behavioural approach to problem solving, and have a ‘score’ of their recently learned skills via our test at the end.

  1. • On-site or off-site at a local facility
  2. • Engaging presentation requiring participation covering four stages: ‘Timing’, ‘Attractive’, ‘Prevalence’, and ‘Effortless’ (~40 mins cycle for each)
  3. • Split into groups of two, discuss, and present answers to the group
  4. • At end ~20 min test on our bespoke ‘test app’ using clients’ own comms material
  5. • Participants get a certificate, a tote bag, and a book by the founder at the end of the session

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❯ Employee Comms Playbook

What if you could embed knowledge of behavioural techniques into the heart of your business, not just your staff’s heads? And what if your day-one new joiners were as good at using behavioural techniques as your experienced staff?

An employee library

screen-shot-2016-09-22-at-21-40-31We ‘drive from the back’, so we usually we do four quarterly reviews of a number of representative pieces of client comms output, staff get value out of a private, searchable, online library of their reviewed comms all marked-up with ‘dos and don’ts’. As it builds through the year so does the amount of work.

A management measurement tool

Management get value out of each quarter as it’s scored and graphed so they can track output, e.g. four quarters scored and graphed to show improvement in work (some measurements hidden on this graphic).

Our assessment sheet

screen-shot-2016-09-22-at-22-24-43Our Hunting Dynasty standardised score sheet (some features hidden on this graphic) synchronises with our advanced behavioural workshop process covering the four factors ‘Timing’, ‘Attractive’, ‘Prevalence’, and ‘Effortless’ so it makes sense to do workshops at the beginning to give staff a boost.

What this product is

  1. • Regular review, score, and ‘mark-up’ of actual recent client work
  2. • Actionable outputs that are usable from the very first review
  3. • Online library of ‘good and bad’ for staff to consult – both existing and new staff – truly embedding the knowledge in the business not in staff’s brains (for them to walk out of the door and leave the business less able to deploy behavioural science)
  4. • Deals with scale without expensive and time consuming consumer testing

What this product is not

  1. • It is not a long culture change piece, and extensive consultancy on change, and change management
  2. • It is not simply a strategic delivery document that has to implemented

❯ Your on-call Expert

Imagine you have your own expert down the hall, or on the end of the phone who knows all about your business, and behaviour.

Okay, stop imagining; It’s real.

Because sometimes it’s not clear what question to ask, or even if there is a question to ask, it’s really helpful have either retained time or staff at a desk on-site (from a day a month or more) to talk to about immediate, actionable solutions to communication and products problems. Some like drop-in sessions for the marketing department, some more focused and specific roles around longer-term marketing or product transformation.

The rise of the Chief Behavioural Economist

About 10 to 20 percent of Fortune 500 companies have someone on-staff in the role of Chief Behavioural Economist, and usually at a high-level position. With the rapid growth of the field over the last few decades (see the increase on citations for only one paper – Kahneman and Tversky’s Prospect Theory – and the spread of sectors, Figure 1) demand for the application of behavioural science to business or policy challenges has grown.


Figure 1. Source: Thomson Reuters Web of Knowledge

Experts on-site


Our ‘agency-consulting’ side deals with clear client-defined problems effectively (see Behavioural Health Check, Behavioural Insight, Behavioural Communication, Behavioural Workshops). And we even deal with client-defined ‘quizzes’ that haven’t quite made it into clearly defined problems yet.

Sometimes the demand side for clients is stopped because it’s not clear what question to ask, or even if there is a question to ask – that’s why we’re happy to place staff at a desk on-site, and/or regularly visit our clients to run drop-in sessions or more specific roles.

Risk free

Not only can we help solve small but persistent comms problems (like a Behavioural Health Check but mini version, and as-and-when), but we are able to see where there are opportunities for the client to make some bigger changes using behavioural expertise – and our experts are able to understand and articulate that. You don’t have to take the risk you’ll employ a type who is going to pollute meetings with feel-good stuff that hasn’t passed the basic rigor test. (It can be harder than it seems to separate psychological science from psychological ‘science’.)

It’s like having a consultant on-site – but one that has clear, open, testable, provable ways of affecting change for the better.

Case Studies

Talk to us about what we can do for you now

Talk now

Who we are


Oliver Payne FRSA

Founder, Director | Linkedin

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


Oliver has worked in communications for a long time ( LinkedIn, Personal website), 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, and an Affiliate of the British Psychological Society.


Davina Blake-Lawson

Client Services Director | Linkedin

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.


Lina Skora, MSc. MBPsS

Behavioural Scientist | Linkedin

Lina is a Member of the British Psychological Society, has a Bachelors degree in Psychology & Management (Joint Honours), and a Masters degree in Social Cognition: Research & Applications, UCL.


Her academic achievement (with the highest dissertation score in her year), and background working in European government and well as campaign teams for the a UK political party, as well as experience running charity accounts stands her in great stead with Hunting Dynasty clients, many of whom she has worked on since she joined the company in 2015.

She curated the test battery, and is a vital part of upholding the psychological standards of the experimental work as well as overseeing its journey into an applied intervention.


Jamie Romain

Creative Director | Linkedin

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.


George Deane, MSc.

Behavioural Scientist

George is a freelance behavioural scientist with a masters degree in Cognitive and Decision Sciences from UCL, and experience with several world-leading behavioural design agencies.

George is interested in the application of insight from the behavioural and cognitive sciences to the domains of branding, marketing and user experience. As part of his MSc in Cognitive and Decision Sciences, George interned at Final Mile, an internationally recognised behavioural design agency based in Mumbai. Since then, he has worked for the award–winning company The Behavioural Architects as their Behavioural Economics Intelligence Consultant, and now works freelance as a cognitive and behavioural science consultant. George conducts research, provides literature reviews, and advises on many projects for The Hunting Dynasty.


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.

Our partners

Propriety tools

A research agency/ consultancy, made up of chartered psychologists, that has a unique approach to business solutions – building proprietary methods to uncover the underlying subconscious processes that drive customer and employee behaviour and experience. The Hunting Dynasty and InnovationBubble work together to extend each other’s offering.

Health and well-being

SystemOneSystem One is a social enterprise whose vision is to facilitate social change and improve well-being by ensuring systems work for people, not against them. The Hunting Dynasty and System One work together to bring proven social and wellbeing projects to the commercial world. Disclosure: Oliver Payne is an advisor.

Graphic design

draught_400x400Established in 1997 by Michael Lenz and Dave Gibson, Draught Associates are a London-based graphic design company offering a broad range of services, combining typography, art direction, photography and illustration. Highly experienced, Draught and The Hunting Dynasty work together on the execution of comms for our clients.

Digital design

pEggsPixeledeggs design and build digital experiences, including development (HTML, PHP, .NET, etc), web design, user experience, testing, and deployment.

“We are ancient creatures in modern times.”

The Hunting Dynasty

❯ 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

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


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

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’)

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

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❯ Speaking

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).

Oliver filmed for a Diageo workshop 2012, London

Oliver closing keynote at the Wahalla Behavioural Conference 2013, Nijmegen

Lina presenting our primary research on male suicide at the 3rd Annual Male Psychology Conference 2016, London


“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.”

“…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.”

For expert commentary on consumer & finance behaviour, sustainable behaviour,
and covert and overt ways of creating change.

Talk to us

❯ Book: Inspiring Sustainable Behaviour

Inspiring Sustainable Behaviour: 19 ways to ask for change

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

This book 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.

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

Talk to us

Give us a call or drop us an email and we look forward to getting back to you.

+44 (0)843 289 2901

info@thehuntingdynasty | @HuntingDynasty


Top 6 reasons people talk to us

1. “We’ve been trying to get behavioural interventions applied in our work but no-one is really helping.”

Typically, agencies say they can do behavioural ‘stuff’ (research agencies, creative agencies, planning agencies, business change agencies) and then let clients/potential clients down. Over and over again. We hear it a lot – you’re not alone. You’re also in the right place – come grab a seat.

2. “We don’t really know how to even articulate what problem we need solved, but can you…[x,y,z]?”

We love a good quiz. And we help you turn that quiz into a coherent, definable problem – to which there is a path to a solution.

3. “Here’s my [thing]… can you deliver some ‘wow’?”

Yes. Absolutely.

4. “Help me make something that actually *works*.”

Not only will we make something for you that works, we’ll wrap it up in proof such as charts, graphs, and statistically robust data so you can show to boss/board.

5. “Our people don’t think they can apply behavioural ‘stuff’ day-to-day – and I don’t know what, or how to teach them.”

We have that covered – we make non-behaviourally educated staff have the specific tips, tricks. and measurement tools they need to deliver more powerful work (so you don’t have to go sack them and reemploy behavioural people, or use an outside agency for all your work).

6. “I normally go to creative agencies – can you do work like them?”

Yes. Often it’s better because not only does it look as polished as you’d expect, it performs superbly.

Come join the crowd (or be the 7th reason people speak to us!)


Head office

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