We work closely with clients to bridge the gap between rigorous insight and effective, crafted communication.

Big or small, every client deserves a careful, considered, appropriate solutions that go as far as is wanted – all in one shop. Founded nearly ten years ago, we’ve led they way in helping our clients understand what drives behaviour, and how to communicate for change.


“The Hunting Dynasty enabled us to consider the barriers to communicating effectively – resulting in far higher take-up.

I would thoroughly recommend!”

Ronan Carter, Director, Yomp/PleaseCycle

“Our customers didn’t understand our products: The Hunting Dynasty helped us… in fact, it was award-winning.

Knowledgeable, engaging and motivating.
I would recommend!”

Kevin Neal, Strategy and Innovation Manager, DAS Insurance UK

“The Hunting Dynasty gave us some really poignant insight for our marketing communications, rooted in behavioural science.

Unique, refreshing – sorely needed in the industry!”

Lotta Holmberg, Head of Marketing Communications, Pawsquad

1. Behavioural insight


Some clients have a quiz, and some a problem; either’s fine. We work carefully, and collaboratively to help make the challenge, and the target behaviour, well defined.

Design, test, and refine

As behavioural experts and psychologists, we work with the human brain: We what we want to know what audience consciously say and what is affecting their behaviour non-consciously. The remaining piece of the puzzle is how situational inputs affects behaviour. Everything we do is to understand the current influence of ‘the person’ and ‘the situation’.


Scaling has its challenges – we work with you to keep the project on track.

We use lots of techniques – from what looks like standard market research, all the way to rigorous scientific experiments. And, we have tests we’ve developed – each crafted to solve a particular challenge a client had and then turned into a product – so we can all benefit.

We make sure we find the best data for the time and money available.

  • Mental-model-and-Pathway focus groups
  • Usability labs, online community trials
  • Ethnography & anthropology
  • Comprehension-Motivation Test©
  • Implicit Brand Attitude Map©
  • Brand equity, Big Data analysis, and more
Live trials

  • Randomised Control Trials, and tailored tests



2. Co-creation and ideation

To do?

Turning insights into strategy, plans, co-creation workshops, models, and playbooks as guidance for a team is a great way help embed and support both the learning of techniques and co-producing the implementation of insights into usable outputs.

Or not to do?

Sometimes – and this is okay – we don’t need to do any more work. Either the challenge is solved, or the creation and crafting work is all done in the insight phase (very common in live trials). That’s okay.

We decide together.

  • Workshop 101
  • T.A.P.E© Behavioural Workshop

  • The Hunting Dynasty ‘how to’ Playbook© & Scoresheet©
  • Behavioural health check, and on-call expert



3. Communication

What is it?

Sometimes it’s overt ‘here I am’ messages. Sometimes, covert changes to an architecture or space, or subtle reorganisations or re-works of an interface. In short, any way that we ‘talk’ to another human being’s conscious or non-conscious is communication.

Why us?

Along with our deep psychological knowledge, we have a wide range of experience in the design and advertising worlds. And that’s the first part of bringing together insight and communication; the second part is actually doing it. We have been doing this for nearly ten years at The Hunting Dynasty. 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.)

For more, and how we weave it all together, have a look at our work.

  • Marketing and communication strategy
  • Copy editing
  • Copy platforms and copywriting
  • Architectural/space changes
  • Design/layout scamps
  • User experience & interface
Finished output

  • Art direction
  • Illustration



Our work

This is a small sample of our work – speak to us for more on these and other projects

Patient SMS reply +32%


Local littering -10%

Architecture / Strategy

Ease +28%, Understanding + 4.4%

Direct mail

Word count -65%, Understanding retained

Direct mail

Kerbside foodwaste +28%

Architecture / Direct mail / Print

Define brand archetypes


Increase number of staff cycling

Architecture / Print

Positioning a sustainable product


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


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.


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

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)


❯ 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”

❯ Books & Chapters

Sole authorship

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

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.

Co-authorship of a chapter

Screen Shot 2017-04-21 at 14.56.04

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.


Head office

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


“We are ancient creatures in modern times.”

The Hunting Dynasty