• Financial Times
    subscriptions +4.81%

  • Bristol City
    kerbside foodwaste +28%

  • Keep Britain Tidy/Coca-Cola
    littering -10%

  • Chelsea & Westminster Hospital
    text message replies +32%


For nearly a decade we have delivered growth-focussed award-winning behavioural economics and applied psychology consulting for businesses and governments – you’ll find acquisition, conversion, retention, and branding in sectors such as FMCG, start-ups, financial, charity & giving, entertainment, sustainability, staff, spaces & architecture, and special projects for research managers, marketing managers, growth officers, CEOs, HR, PR, and internal departments – worldwide.

Welcome to The Hunting Dynasty.

  • Perception

  • Looking for audience's mental models

  • Perceptions are formed within contexts – social, experiential, and many more – and form a mental model often operating at a sub-conscious level. Understanding these is vital to drive a big strategy or improve against competition.

  • Conversion

  • Switching the interested to the engaged

  • Many decisions are made relative to what we can have, not absolutely about what we want – context makes a big difference. We design and test communications that influence behavior by altering context, and many other effects.

  • Nurturing

  • Nurturing users to increase engagement

  • Understanding how the human brain works is vital in making sure the use of your service or product is smooth and enjoyable for users, and efficient for organisations – especially as we struggle to break habitual patterns of behaviour.

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❯ Our work


Looking for mental models of the audience

Typical projects


Our perception products & techniques

Brand Personality Map

A score of brands’ personality, and the direction consumers wish it to change, all mapped versus competing brands. Superb for re-energising a brand or service


Semantic Pairs survey

This is the ‘Eveready battery’ of attitude tests to measure,
1. evaluation, 2. potency, and 3.activity. Great for understanding a brand or service


Mental-model focus groups

Carefully crafted questions that establish the mental models of a target audience – often lacking in traditional qual research. We use these models of the world to anticipate, predict, and decide our behaviour



A full package that gives direction to all categories of communication founded on behavioural principles and informed by data from the Mental-model focus groups and online surveys at-scale, formed into a strategic how to deploy guide




Switching the interested to the engaged

Typical projects



Our conversion products & techniques

Randomised Control Trials

RCTs have typically been used to evaluate medical interventions (blog). In their simplest form, an RCT involves evaluating interventions by comparing them to a control with large enough sample sizes (blog)


Behavioural layouts

Highly crafted design, layout, copy, sequencing showing where and why behavioural interventions are being suggested/deployed. Great to share our knowledge, and to synchronise with client’s internal build capacity




Nurturing users to increase engagement

Typical projects



Our nurturing products & techniques

Randomised Control Trials

RCTs have typically been used to evaluate medical interventions (blog). In their simplest form, an RCT involves evaluating interventions by comparing them to a control with large enough sample sizes (blog)


Behavioural layouts

Highly crafted design, layout, copy, sequencing showing where and why behavioural interventions are being suggested/deployed. Great way to share our knowledge, and to synchronise with clients’ internal build capacity


Comprehend-Motivate Test

Our award-winning online test of comms to measure understanding and motivation to act. Great for legal, financial, medical, and other information-critical processes


Behavioural pathways

Our bespoke pathway tool to identify the capability, opportunity, motivation, and importance at each step of a user’s pathway. Great for working out where to deploy behavioural interventions




A powerful tailored workshop based on the client’s own work to teach-and-apply in one easy half day or one day session



A library of ‘good and bad’ behavioural executions designed for the needs of each client, using category examples and client’s actual work



A quarterly review of key comms work ‘scored’ for its use of behavioural techniques – correct selection of techniques, and quality of execution


On-site surgeries

Regular on-site visits with scheduled time to support on-going work of client teams – like having a behavioural expert on staff

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.

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.

Ronja Seiffert, MSc

Behavioural Scientist

Ronja is an experienced behavioural scientist from Germany holding degrees in Psychology and Human Decision Science.


Previously she worked with The Behaviour Change Agency in Cape Town nudging people into making healthier and more long-term life decisions, such as HIV prevention, disease management and prevention, and giving direction on healthy food choice.

Ronja is now helping The Hunting Dynasty in different areas such as literature reviews, testing, creating communication, and advises on behavioural aspects of the work.


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.

“We are ancient creatures in modern times.”

The Hunting Dynasty


Whether you have a definite need or want a loose discussion, we're happy to help

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+44 (0)843 289 2901

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Head office

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


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