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  • Changing the way the world communicates
    using provable, repeatable techniques from behavioural science
  • We’ve increased the reply rates to cold-call emails by 20%
  • We’ve repositioned a B2C product so it can be sold as B2B
  • We’ve increased kerbside food waste recycling behaviour by 28%
  • We’ve got thousands of staff members to cycle to work – changing behaviour
  • We’ve made hundreds of thousands of product letters understandable



We change the way
the world communicates

Using provable behavioural science, psychology, and nudge techniques
to make all forms of communication actually work


Founded nearly a decade ago, we opened our doors after spotting a problem in the communication industry: Clients would commission research which promised to be ‘behavioural’ but wasn’t; Agencies would make comms, ignore the research, and also say it was ‘behavioural’. And after all that, still there was no proof, no charts, no randomized control trials – no evidence of success.


The Hunting Dynasty was created to fill this gap. Indeed, our name is derived from our core promise – looking for applied behavioural solutions (‘Hunting’) that last permanently (‘Dynasty’).


We welcome business and government to our evidence-based, award-winning behavioural insight and communication agency based in London. We bring robust applied behavioural solutions to our clients’ problems to deliver understanding, strategy, and more to many forms of communication including printed and digital collateral and even buildings and outside spaces in order to change behaviour. We work internationally, with clients in the UK, Europe, North America.



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What our clients say about us




❯ 1. Behavioural Insight & market research

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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. 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. And beyond that, fewer still are able to tease out the revealed preferences from the implied.

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






1. Behavioural 'health check' ▼

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We’ll visit you, a site, or look at your communication – it’s like 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’.


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



2. Literature reviews ▼


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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.

3. 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







4. Qual: Tests administered face-to-face ▼


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Moderated, 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)

5. 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.




❯ 2. Behavioural Intervention & Communication

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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 Strategy



1. Execution strategy ▼

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



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.

2. Product & deployment strategy (Print, Digital, TV, events) ▼

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.



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?’

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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



Behavioural Communication



1. Copy editing & copywriting ▼

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Copy editing

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. We work with: brand, letters, online, mobile, signage, internal, consumer, safety, call-scripts, and more.

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 trained writers – fit for purpose and with all the lessons of psychology embedded.


2. Art direction, design, and film ▼

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Art direction
Crafting sumptuous imagery is a skill – making it conform to the needs of social psychology is another; We do both.

Design
Laying out messages so they work hard behaviourally requires a deep understanding of behaviour and psychology.

Film
Linear narrative, and visual presentations irrespective of narrative, all require an understanding of how we psychologically manage messages over time, both deliberatively and non-consciously. We can help your message – whether yet to be written or already existing – work well, weller, and weller-est.

3. Digital design & build ▼

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Email & direct mail

Direct communication needs to be effective – both shaping the message correctly, and making sure it can be built/printed to budget is vital. We make sure both are nailed on.


Interface

Guidance on how to layout pages, work with use-cases, and behavioural pathways though websites/entities is our speciality. Also, we do small-builds, from responsive sites to smartphone and tablets with our experts on staff and specific partners who cover all eventualities.
4. Environment & architecture ▼

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Inside

Accounting for the environment’s influence on people’s behaviour by altering location, size, colour, shape of internal furniture.
Outside

Accounted for the environment’s influence on people’s behaviour by altering architecture/furniture & re-observing, unseen on-site. Involves designing and planning what and where to install interventions.


❯ 3. Reporting

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What is behavioural work that changes the way the world communicates without proof? Well, ‘guess work’ is what it is; And we don’t do that.



2. Long-form reports ▼



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


Case Studies

❯ Behavioural Workshops & employee ‘playbooks’



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.

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Beginner:
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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Advanced:
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 writing & design ‘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).
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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







Talk to us about what we can do for you now


Talk now




Who we are


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Davina Blake-Lawson


Client Services Director

davina@thehuntingdynasty.com | Linkedin

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

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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.


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Lina Skora, MSc. MBPsS


Senior Behavioural Scientist

lina@thehuntingdynasty.com | Linkedin

Lina is a Member of the British Psychological Society, and is a vital part of upholding the psychological standards of the experimental work as well as overseeing its journey into an applied intervention.

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She has a background in behavioural and cognitive science, with a Bachelors degree in Psychology & Management, and a Masters degree in Social Cognition: Research & Applications, UCL. Lina curates the full suite of approaches in our research ‘test battery’. 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 all of the Hunting Dynasty clients, since she joined the company in 2015.


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Jamie Romain


Creative Director

jamie@thehuntingdynasty.com | 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.

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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.




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George Deane, MSc.


Behavioural Scientist

george@thehuntingdynasty.com

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.
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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.




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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.






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Dr Simon Moore, PhD, CPsychol


Chartered Psychologist & advisor

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

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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.


❯ 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”



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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 RSA

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

PTTRNS Interview: FORGET BIG DATA – GIVE ME BIG FUTURE WITH OLIVER PAYNE’)



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’)






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

Talk to us

❯ 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




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“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


london@thehuntingdynasty.com | @HuntingDynasty


 

Office

Head office

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

Email:

london@thehuntingdynasty.com



“We are ancient creatures in modern times.”

The Hunting Dynasty