• Before you commit any (more) resources to your project,
    make sure you know how your audience will behave
  • It's vital to know how your audience will instinctively respond to you
    (not how they say they will respond to you)
  • Lots of people say they can do it,
    but how do you really change behaviour?

Learn how


Consumer • Commercial • NGO • Gov • Military


the person…

We test the strength that personal disposition has on behaviour.

This looks like standard research agency work. It’s different one key way – we don’t ask people what they think, we find out what they can’t normally articulate or crystallise about their assumptions and deep-seated attitudes.

We may employ some, all, or other methods such as these:
  • Semi-structured group interviews with chartered psychologists means we can quantify emotional experience and decode verbal and non-verbal behaviour
  • EMOTIX© implicit attitude test from InnovationBubble is a method to understand the deep-seated responses to stimulus by ignoring slower, ‘thinking’ answers and focussing on reflexive quicker responses
  • Journey mapping is a useful way to identify moments of pain, delight, confusion, and assumptions


…the situation

We test the strength of the situation in guiding behaviour.

This looks like legacy split-headline/subject header marketing test, or more modern behavioural economics experiments – it is that exactly, and it is founded on the body of knowledge accrued and slots into the rest of our research.

We may employ some, all, or other methods such as these:
  • Randomised Control Trials and A/B testing of environment – an approach with which many are familiar
  • Literature review (and possibly specialist interview) to make sure the approach is derived from and contributes to the complex model of human behavior
  • We work in the virtual world of interface, the physical environment and architecture, and the cross-over between the two



Intervention planning & execution

The balance of influence (how ‘the person’ and ‘the situation’ – in combination – influence behaviour) informs communication, whether that’s messages or architectural interventions.

Some clients prefer to use their established relationships for this part. That’s okay. A psychologically robust foundation is often welcomed.

  • Knowing whether personal disposition or the situation in which the audience find themselves is the greater influence on behaviour is the best way of delivering a fully rounded understanding (e.g. littering is influenced approx 60% by age or ‘the person’, and 40% by distance from bin, or ‘the situation’)
  • Knowing how behaivour is affected means we can work out the best solution be that based on cost, speed, ease, or scalability


Our work

Want to talk to about this work, or what we can do for you?

Contact us


Are your brand sponsorships helping, or hindering, your image?

Following on from the success of Simon’s work with a comedian/performer and his ‘implicit’ suitability to pair with a major beverage brand, and the success of using implicit attitudes to prove football and sports brands can ‘pollute’ each other in multi-sponsorship deals, we offer CeleBrand – a robust reading of consumers’ gut response to celebrities’ brand sponsorship deals and how they add (or not) to the brand value of both parties.

Scientific proof that your brand partnership is good for all involved? Of course it makes perfect sense.

This is a discrete service, tested on groups of humans who are not aware of the exact celebrity and brand in question. It is suitable for celebrities themselves, their agents and representatives, brand managers, PR, marketing, and advertising client-side and agency-side representatives.


Oliver Payne

Founder, Manager
He is the point of contact for clients, author on behaviour, psychology, and communication, and ex-advertising creative.


Dr Simon Moore

Chartered Psychologist
Very experienced with organisations and brands using behavioural economics, emotional profiling and engagement.

We recognise the potential sensitive nature of this work, and so make sure Oliver or Simon handle this work personally. As a consequence we only open a few slots at a time, and have one remaining as of July 2014, and one soon to open again. Simply email or phone The Hunting Dynasty with as much or little information you’re are comfortable with and include a contact with which to open direct line.

Make preliminary contact about CeleBrand

Who we are


Oliver Payne

Founder, Manager

Email | Linkedin

He is the point of contact for clients, author on behaviour, psychology, and communication, and ex-advertising creative.

Oliver has worked in communications for a long time (LinkedIn, Personal website), and is the founder of The Hunting Dynasty. He is the point of contact for clients, author of ‘Inspiring Sustainable Behaviour: 19 Ways To Ask For Change’ » (Routledge), speaks on behavioural comms, and organises London (UK) behavioural communications monthly informal drinks.

Previously he spent over a decade at Saatchi & Saatchi and Ogilvy as a Creative Director up to board level on global advertising campaigns for some of the world’s best-known companies, including BP, P&G, Cisco, IBM, Castrol, Avis, Toyota, and Visa. He’s won over thirty of the world’s top global advertising awards, including Grand Prix, DMA, Cannes, D&AD, and sat on global judging panels for digital and integrated advertising.

He is a Fellow of The Royal Society of Arts, and a member of the Influence Advisory Panel populated by experts from academia, politics, military, government and civil society.


Dr Simon Moore

Chartered Psychologist

Email | Linkedin

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.


Nathalie Spencer, MA

Behavioural Economist


Freelance and Senior Researcher in the Social Brain Centre at the RSA, with an MA Behavioural Economics from Maastricht.


Nathalie is a freelance researcher, and a Senior Researcher in the Social Brain Centre » at the RSA, based in London. With a Masters degree in Behavioural Economics from Maastricht University, and a Bachelors degree in Commerce from McGill University, she is well-placed to join the dots between the academic literature on behavioural studies and actual business practice.

Her Masters thesis investigated the determinants of non-strategic punishment, an important aspect of the maintenance of cooperative behaviour, with a particular focus on the role of emotions, time, and social norms. In addition to her ongoing research and experiments at the Behavioural and Experimental Economics Lab at Maastricht University, she has worked with think-tanks and consultancies in London. Nathalie’s work with The Hunting Dynasty involved looking at cognitive-behavioural and infrastructural interventions to address the high Green House Gas emissions embodied in consumer use of products from the world’s leading FMCG, to co-writing large behavioural workshops for major financial firms, and everything in-between.


Jamie Romain

Creative Director


An award-winning advertising creative with experience from some of the biggest agencies in direct, digital, and behavioural marketing.


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 for The Hunting Dynasty. 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.

Drawn to the way cognitive-behavioural theories can create more efficient and effective advertising, Jamie works with the The Hunting Dynasty to combine the two.


Saoirse Connor Desai, MA

Cognitive Psychologist


Saoirse is a freelance cognitive psychologist with an MSc Cognitive & Decision Sciences, UCL, & BSc Psychology, she has deep knowledge behaviour.


Saoirse is a freelance cognitive psychologist primarily interested in the application of the cognitive and behavioural sciences in the design, testing and implementation of programmes between provider and client, particularly in policy, market research and branding. As a graduate of the MSc in Cognitive and Decision Sciences from University College London as well as a BSc in Psychology, she has a deep understanding of the field.

Her academic background as well as several months experience with two research placements in the Cognitive Neuroscience Research Unit at City University London and at the Institute of Education in London has instilled an uncompromising scientific rigour much needed in the field. She is particularly interested in how people update their beliefs in the face of new evidence, and how time and emotions affect how people make decisions. For her Masters thesis she focused on how this works within a legal context, looking at the role of previous conviction evidence in juror decision-making. Currently she is working with the Institute of Criminology at University of Cambridge on a project that uses randomised control trials to test behavioural interventions for young people at risk of exclusion from school.

Sruthi Chandrasekaran, MA

Social Policy, Economics


Sruthi is a Masters graduate of social policy at the University of Oxford, and Felix Scholar, following her Masters degree in economics (minor in marketing) in India.


She has worked on projects with the Oxford Student Consultancy, Kenya Education Partnerships, Massachusetts Institute of Technology-Abdul Latif Jameel Poverty Action Lab (J-PAL) where she received Cornell University certification to conduct work on human subjects, and the Max-Planck Institute for Human Development amongst others.


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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

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)

. . . 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

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

. . . 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

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

Media commentary

• The Science Rockstars, PTTRNS Interview


• The 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

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

• Corporates, (such as Diageo – behavioural insights for spirit consumption in the home)

Speaking & workshops

Expert commentary on consumer behaviour, or sustainable behaviour, and covert and overt ways of creating change.


“Great talk by Oliver Payne about persuasion and user behaviour theory. #gup” @AlWightman

“Fascinating presentation from Oliver Payne…” @AlderandAlder

“Thank you! Really enjoyed (and learnt and benefited from) your presentation at #gup The awesome power of a : – )” @Carboncoach

“…Great talk today very interesting, many thanks…” @drulawson

“…Highlights were Becky Willan and Oliver Payne. #gup” @resonatespr

“great night at the #danacentre y’day with @matt_prescott & @oliverpayne on an amazing panel talking about promoting #climatechange behaviour.”
Peter Harrison, Brainjuicer

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

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

“Environmentalists struggle to craft messages to anyone except environmentalists (he [Oliver] showed us how).”

Sustainable Future workshop, LSE, Oct 2009


A ready-to-go behavioural workshop for marketing and business staff

After an engaging 20-30 min presentation, the audience are split into groups and most are designing useful comms and real-world interventions after ten minutes. After group-by-group spoken presentation of solutions, the room has solved problem of changing behaviour effortlessly.

  1. - A ~thirty minute presentation
  2. - Split into groups, discuss, and present answers (~twenty minutes)
  3. - Content includes examples of ‘overt’ comms and design, as well as ‘covert’/'the situation’ environment change
  4. - Complete with a workshop topic: converting coffee shop visitors from paper cups to sippy-cups/flasks




This is our worksheet for the ‘see it, do it’ session, based on our bespoke ‘Damn F.A.S.T.’ model of behaviour change.
ClubWorkspace, 1-2 Hatfields, London (Entrance in the Alice door, opposite 28 Upper Ground, London, SE)

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Want to say hello? Want to know more about us? Give us a call or drop us an email and we will get back to you. All will be read (promise).