Assess

Knowing where we are is as important as knowing where we’re going. Systems and process, products and practicalities can be assessed and understood by many and most people. However, understanding the mental structure that informs decision is as important – and asking people what they think commonly misses the non-conscious responses. Revealed preferences are more valuable than revealed, in many cases.

These are some of the tools and techniques we have developed to uncover the current situation, from which we can make human-centered design decisions.

Brand Personality Test by The Hunting Dynasty

A score of brand personality, and the direction consumers wish it to change, all mapped versus competing brands. It is a robust, repeatable test drawn from peer-reviewed studies and used by us on brands such as The Financial Times, The Wall Street Journal, AirBnB, HomeAway, and Booking.com. It is stable within, and between brands.

Our ready-to-go test is run through a sample of your population of interest and turns all brand influences (marketing, social, word-of-mouth, PR, etc.) into one, robust number. Great for upstream strategy, customer experience design, and customer/user archetypes.



HomeAway: customer archetypes

  • Implicit measurement of Brand Personality
  • 1,142 homeowners who rent out their property
  • US, UK, France, and Germany
  • Comparing: HomeAway, AirBnB, and Booking.com

Financial Times

  • Explicit measurement of Brand Personality
  • 2,200 subscribers
  • Comparing: Financial Times, The Economist, and The Wall Street Journal

Comprehension & Motivation test by The Hunting Dynasty

Do people really understand what you’re saying? Information-critical processes need to be understood, and can be hard to test where there is no action that can be measured.

As a response to that, we have developed an award-winning approach which gives a clear measurement of a reader’s comprehension level, their declared motivation to read, with or without distractor tasks to simulate real-world behavior.

We often rewrite and redesign existing communication and compare this to the original – running a sample of your chosen population through our bespoke online test and deliver a prepared report.



DAS: understanding legal expenses

  • Length down -65%
  • Comprehension up +0.8%
  • 900 adults, online comprehension & self-report test
  • 8x re-writes of letter

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

Sedgwick: understanding & dementia testing

  • Comprehension +8%
  • 400 adults, online comprehension & self-report test
  • Distraction tasks to simulate dementia
  • 6x multi-page email re-write & re-design

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

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%