Behavioural-led copy & design

You’ll find us rewriting, redesigning, or generating from scratch, communication to increase conversion and/or retention, proven in live trials, with robust p values and clear changes in behaviour – in 2018 alone we re-worked and tested communication on a total of over two and half million people over a range of clients and pieces of work which saw an improvement in behaviour between 4.8% and 5,500%.



FCA: retail bank switching

  • Behavioural copy
  • Prepping for qual research

Sedgwick: improving insurance claims

  • Claim complaints -25% from letters, emails, calls scripts, and more
  • Tree removal -18 days from letter
  • Inbound comms for ongoing claims -40% from email subject heading

Stowga: warehousing

  • A 50 page behavioural ‘how to’ marketing guide
  • Includes 502 social media posts
  • plus a library of 132 social destination links

TeamLondonBridge: Christmas gift donation

  • Strategy and execution for 42 businesses
  • From zero categorisation to 95 sacks categorised
  • From zero to 14 volunteer couriers
  • 60% reduction in gift-wrapping volunteers needed, no reduction in number of gifts donated (1703 vs. 1701)

Chelsea & Westminster NHS Hospital: patient text message replies

  • Text message replies up +32%
  • Randomised Control Trial on 47,623 patients
  • 5x new text messages with one line re-written
  • 47 thousand people tested

Bristol Waste: foodwaste collection

  • Foodwaste collection up +28%
  • 178 households in Bristol observed
  • Wrote, designed, produced 1x leaflet, 3x stickers, designed trial
  • Participation from 50% of households to 58-64%

YOMP/ PleaseCycle

  • A persuasion package for clients of PleaseCycle – a tracking app and portal that performs like Air Miles for bike – to get more staff cycling more miles more frequently
  • Architectural interventions
  • Posters, emails, staff plans, and more 

LV=: understanding pension letters

  • Reading ease up +28%
  • Comprehension +4.4%
  • 300 adults, online comprehension & self-report test
  • 1x multi-page letter re-write & re-design

Hacks

What can be changed right now that will help? We know, and can help you make immediate changes in a few hours for lasting effect.

Often, scamped up rewrites and redesigns on communication, and on user journey – both structural and presentation-layer changes, suggestions, readings, and knowledge about what we see and how to improve.

Focus groups & one-on-ones

Carefully crafted questions that establish the mental models of a target audience to get a sharper focus on themes.

Mental models are psychological representations of real, hypothetical, or imaginary situations that are used to anticipate events, to reason, and to underlie explanation (Charles Sanders Peirce, 1896) (Kenneth Craik, 1943).

We deliver groups internationally, most recently in the USA, Germany, and the UK.



Anomaly for Electrolux: psychology of cleanliness

  • 2,800 surveyed in Germany, France, Poland, Sweden, UK, Japan, S. Korea
  • 20 Swedish one-on-one interviews
  • Finding relationships between clean streets and clean homes
  • Supporting content for TV ad, and brand film

Independent Age: charity donations

  • Increasing cold-call donation from letter
  • Behavioural assessment of 65 year olds
  • Defined and used pathway to construct communication

Danzer: consumer vs. professional end user

  • 1,600 online survey in US and Germany
  • Conjoint and other price/value analysis
  • 12x people groups in Chicago, New York, Pittsburg, Munich, and Frankfurt
  • Preference for wood varieties
  • Communicating to professional users

Quantitative behavioural-led surveys & tests

Crafted online tests of concepts & comms to measure 1. Evaluation, 2. Potency, and 3. Activity, and many more bespoke approaches for all the sectors we work in.

We write 10-40 bespoke questions around the three themes and run a sample population though the survey and prepare a report. We have run tens of thousands of people through our surveys and tests in North America, Europe, and Asia



Guntner: factory workforce

  • 1,100+ online & paper survey in Hungary
  • Individual management reports & career progress evaluation
  • Persona for factory
  • Communication & alteration ideas

Anomaly for Electrolux: psychology of cleanliness

  • 2,800 surveyed in Germany, France, Poland, Sweden, UK, Japan, S. Korea
  • 20 Swedish one-on-one interviews
  • Finding relationships between clean streets and clean homes
  • Supporting content for TV ad, and brand film

Actelion pharma: staff communication

  • Mapping perceptions of staff
  • Implicit Attitude Test
  • Anthropological study
  • 400 staff based all over the world, HQ Zurich
  • Techniques to increase feedback

Themes & directions

We don’t all share the same model of the world around us. Even when we do, it can be hard for an individual to explain their own implicit mental model. Divining this is a skill that goes beyond what is said, and delves into how – ultimately affects how questions are framed.

We understand how to interpret the fluent and disfluent responses, and what that means for themes that emerge in qualitative research.

Hybrid multi-mode surveys, groups & specials

Any and all combinations of unique surveys, focus groups, and other tests employed in response to the ‘impossible’ queries many of clients come to us with – we traverse many disciplines, expertly combining them in an unrivalled package.

We have wide range of experience on a wide range of challenges – from working out the value of wood veneer in Europe and the USA, to understanding perceptions of the value of cleanliness in the street and in the home in Europe and Asia, from understanding employee communication in Switzerland and Hungary, to creating food waste disposal in the UK, from homeowner perceptions in USA, Germany, France, and the UK, and many more.

For these special projects we are truly global, having surveyed online and interviewed in groups tens of thousands of people in North America, Europe, and Asia.



Anomaly for Electrolux: psychology of cleanliness

  • 2,800 surveyed in Germany, France, Poland, Sweden, UK, Japan, S. Korea
  • 20 Swedish one-on-one interviews
  • Finding relationships between clean streets and clean homes
  • Supporting content for TV ad, and brand film

Keep Britain Tidy & Coca Cola: littering

  • Littering down -10%
  • 49 people surveyed on street
  • 2x 8 people qualitative groups
  • 2x street litter bin additions & 1x street clean
  • 3x people for 6 days on-site observation

Danzer: consumer vs. professional end user

  • 1,600 online survey in US and Germany
  • Conjoint and other price/value analysis
  • Focus groups of 12 people each in Chicago, New York, Pittsburg, Munich, and Frankfurt
  • Preference for wood varieties
  • Guidance on communicating

Bristol Waste: foodwaste collection

  • Foodwaste collection up +28%
  • 178 households in Bristol observed
  • Wrote, designed, produced 1x leaflet, 3x stickers, designed trial
  • Participation from 50% of households to 58-64%

Randomised controlled trials & pilots

Randomised Control Trials (RCTs) or A/B tests are the best way to deliver provable, repeatable, tested communication changes, at-scale. In their simplest form, an RCT involves evaluating interventions by comparing them to a control.

The randomisation component ensures bias is minimised, making RCTs one of the most rigorous experimental designs on offer.Randomised Control Trials (RCTs) have typically been used to evaluate medical interventions, and frequently employed by us (behavioural scientists) to determine the success of behavioural nudges.

Last year alone we tested on over four and half million people in trials blind to them, in over 40 countries with subscriptions, emails, text messages, and printed letters. All those results are robust and provable and provide an incredible end-solution or beginning-foundation for our clients.


The ABC of RCTs January 29th, 2019