We improve the way
your world behaves

Welcome to the evidence-based, award-winning, insight & communication agency that uses market research and robust psychological and nudge techniques to develop communication that changes behaviour – permanently, and provably

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“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

What you get

The real drivers of engagement, understanding, and motivation from behavioural experts

✘ (Not fractured ‘he said/she said’ hunches)

Professional strategy and final-artwork, built on robust foundations

✘ (Not an overblown creative process, based on folklore)

The benefit of our on-the-ground experience

✘ (Not unproven, un-measurable advice)

What we’ve done


❯❯ How we do it

1. Insight

We discover the influencers of people’s behaviour. We do this with provable, repeatable, primary research on capability, ability, motivation, and more.

Some of our approaches are below. Tell us about your challenge, or needs.




Randomised control trial (RCT)


Image shown: Behavioural Pathway Mapping group for Independent Age’s cold-call letters for donation from 65+ year olds, UK

Mental models

Model-Pathway focus groups
Our Model-Pathway focus group approach helps us establish the more valuable revealed and declared non-concious mental models and the behavioural pathways of a target audience.

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What we need
✔ Your audience
That’s it!

What we do
✔ Source participants that represent your audience (US, EMEA, Asia)
✔ Explain the mental model and pathway, and how to affect them

Contact us
Usability labs
Real-world: Websites, interactive software, hand-held devices, paper prototypes, ATMs, kiosks, automated voice response systems


Ethnography/diary study
Real-world: Diaries enable a more objective study
Online communities
Online: Evaluation of community as they experience and change with your service/ product


Anthropological structure
Real-world: A tool to explain ‘meaningful interactions’ in groups

Image shown: Demographic screen on our Implicit Brand Attitude Map© tool for HomeAway property owners in US, UK, France, Germany


C-M Test©
Our C-M Test© (Comprehension-Motivation Test©) is our award-winning, online product for text, that scores both understanding and motivation to read.

Examples: Customer comms
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What we need
Simply tell us:
✔ Your current text/letter/pag/etc.
✔ If you want a re-write
✔ Your audience
That’s it!

What we do
✔ We prep online test webpages
✔ Write demographic and comprehension questions
✔ Source hundreds of participants that represent your audience
✔ Chart the results
✔ Explain what’s good/bad and how to improve

Contact us


Our IBAM© (Implicit Brand Attitude Map©) is our innovative online product that scores your brand(s) brand personality vs. your competitors using ‘quick response’ word-pairs.

Examples: Brand strategy
Read Brand personality test turns Cambridge Analytica methods into something positive on our blog
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What we need
Simply tell us:
✔ Your competitors (whether between brands, within brands, and more)
That’s it!

What we do
✔ We prep online test webpages
✔ Write demographic questions
✔ Source hundreds of participants that represent your audience
✔ Chart the results
✔ Explain what’s good/bad and how to improve

Contact us
Scenario testing
Online, hundreds of participants: scoring motivation in novel situations
Brand equity measure
Online, hundreds of participants: full-spectrum map of brand awareness, favourability, Uniqueness, Recognition, Recall


Big Data analysis
Regression etc. to find correlations that may not be obvious

Image shown: Observing two sites for six-days, trialling effect of affordance (extra bins) and beautification (cleaning) Keep Britain Tidy & Coca Cola, UK


Randomised Control Trials (RCTs)
Online or real-world: changing the audience’s environment without them knowing and measure response. We have well-proven processes that test for communication and architecture on a large or small scale.

Examples: Email/SMS
Read about THE ABC OF RCTS on our blog
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What we do
We change the audience’s environment without them knowing and measure response.
✔ Simultaneously testing variants e.g. emails, letters, SMS, online webpage layouts and copy, imagery, etc.
✔ Before and after e.g. changing roadside furniture, office/store layout, markings/signage, etc.

What you get
✔ Solid data on how an audience will react in the real world to an intervention
✔ Clear idea of where to put your money/effort/approach
✔ Explanation of what’s good/bad and how to improve

Contact us


2. Communication

We turn insight into dazzling strategy and professional executions that influence behaviour.

Whether it’s overt communication or covert architectural/space changes, we’ll bring all the tone of voice, art direction, and architectural tricks you’ll need. And 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.)

Examples of our skill-set are below. Tell us about your challenge, or needs.



Copy & design

Finished output


Image shown: Communication plan for Waterwise to reduce water consumption in 30 million households, UK

Marketing strategy
Drawn from research, we write specific executable plans for your product/service mix
Communication strategy
A single, coherent narrative describing timing and content to solve a bundle of problems
The Behavioural Economy
See our presentation on how the Behavioural Economy is impacting business and services, and get help preparing the way for behavioural-founded projects and strategy

Image shown: Posters for Team London Bridge, and Pawsquad to acquire new users, UK


Reshape the structure, flow, and use of language of existing collateral without changing the meaning – from finance, consumer, government, business, and beyond
Copy platforms
A copy platform is a way of agreeing what needs to be said paragraph-by-paragraph, before writing
Crafted, polished, professional copy with all the behavioural techniques you need


Design scamps/layout
Crafted, polished, professional layout
User experience & interface
Crafted, polished, layout & sequencing

Image shown: Variants of hundreds of printed stickers and leaflets for an RCT for Bristol Waste to increase kerbside food waste, UK

Art direction
Highly crafted, sumptuous imagery whether it’s design, shoots, or film we have all you need (and more)
Highly crafted, sumptuous illustration – we make it beautiful
Plans for altering the environment’s influence on people’s behaviour – we’ve done this in public and private spaces


3. Support

We help train, embed, and support both learning and implementation of techniques that change behaviour – specific to your needs.

From a 10-minute conversation about your challenge when you aren’t sure how to progress, to having your own on-call behavioural psychologists, to products that embed behavioural knowledge in non-expert employees (and permanently reduce inefficient communication), or a C-Suite level future-planning session from experts in behaviour (and much more), we have the perfect ways to layer behavioural knowledge into your organisation.

Examples of our skill-set are below. Tell us about your challenge, or needs.






Image shown: We have supported DAS Insurance, Stowga, and Zo

Behavioural health check
A behavioural ‘reading’ of your strategy, communication, interface or architecture with actionable insights
On-call/scheduled expert
The expertise of a Behavioural Economist without the expense of recruiting and paying for a full-time member of staff

Image shown: T.A.P.E.© workshop for HomeAway’s US, Fr, & UK staff

Workshop 101
We’ve developed and tested a ready-to-go workshop for beginners to understand and learn to apply behavioural principles. It uses example interventions in a coffee shop. 45mins.

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What we need
✔ 4-40+ people
✔ And a date in the diary – that’s it!

What we do
On-site or off-site:

✔ An engaging presentation (~30 mins)
✔ Split into groups, discuss, and present answers (~25 mins)
✔ Guided towards examples of overt comms and design, as well as situation/environment change
✔ Participants learn methods to apply in their day-to-day work

Contact us

T.A.P.E.© Behavioural Workshop
We’ve created a powerful tailored workshop on Timing, Attractiveness, Prevelence, and Effortlessnss to help embed behavioural techniques by getting staff to correct their own communication. 1/2 day or full-day.

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What we need
✔ ~2 weeks at The Hunting Dynasty to tailor the workshop with relevant examples of behavioural effects so it all fits together as a coherent package
✔ 6-40 people
✔ And a morning/day in the diary – that’s it!

What we do
On-site or off-site:
✔ We present an overview of behaviour
✔ We present one of the four Timing, Attraction, Prevalence, and Effortless principles (T.A.P.E)
✔ Participants correct their own work
✔ We review as a group, note learnings
✔ Repeat

Contact us

Image shown: The Hunting Dynasty Playbook© for DAS Insurance, UK

The HD Playbook© & Scoresheet©
We write a Playbook – a library of ‘good and bad’ executions – tailored to client’s work/outputs to embed behavioural techniques in the organisation, not simply in staff. In short, with a Playbook, new joiners are as good as experienced staff at using behavioural interventions.

We also offer a quarterly review of key work and ‘score’ each piece with our standardized scoring Excel sheet to generate graphs, and show improvement to management.

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What we need
Discussion to:
✔ Tailor the Playbook with relevant examples of behavioural effects
✔ Arrange Scoresheet frequency

What we do
✔ Write and make your personalised book – either online or print

✔ Review your output over time – weekly, monthly, quarterly, etc. depending on volume of work

Contact us


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”

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


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


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’)

Contact us


❯ Books & Chapters

Inspiring Sustainable Behaviour

Sole authorship

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.

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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

Handbook of Human Motion

Co-authorship of a chapter in the book

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Screen Shot 2017-04-21 at 15.08.33 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.

Product detail on Springer.

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



Head office

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


“We are ancient creatures in modern times.”

The Hunting Dynasty