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.
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.
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.