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Brainsights

3 Steps to Increasing Brand Performance by Removing Friction

In an increasingly competitive market, reducing friction is critical for retaining customers and outperforming the competition.

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Why Nobody Wants a Research Debrief

Clients rarely want data. They want insights and need to know what to do with the data to deliver improved business outcomes.

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Inside the Mind of the Consumer

Learn about the mind of the consumer with this FREE reference guide to help you better align your brand with the mind of the consumer.

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Turbocharge Your Next Campaign with Inspiration from These 4 Marketing Books

Reading may not be top of mind for many contemporary marketers. But given the valuable lessons these books hold, it’s definitely worth picking up the habit.

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The Bandwagon Effect in Marketing

The Bandwagon Effect is the tendency for the brain to conclude that something must be desirable because other people desire it.

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What is Groupthink?

Groupthink is a psychological phenomenon that occurs within a group of people, resulting in an irrational or dysfunctional decision-making outcome.

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How a Consumer Psychology Specialist Optimises Brand Performance

A consumer psychology specialist applies psychology in the field of marketing to improve brand appeal.

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What is the IKEA Effect?

The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products that they partially created.

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How well does your brand sell itself on Amazon?

Online sales are growing and growing fast. But just how psychologically optimised is the typical online selling environment?

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The Psychology of Promotions

Understanding the psychology of promotions boosts sales and frees you from a never-ending cycle of needlessly giving away margin.

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The Science of Shopper Psychology

Leading brands and retailers have been incorporating shopper psychology for a competitive advantage and insight into the shopping process.

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HFSS promotion restrictions - impacts on retailers and consumers

High fat, sugar and salt (HFSS) products are being targeted by the UK government and food companies alike. But what impact will this have on society?

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Why We Really Shop - The Psychology of Happiness

We think of shopping in terms of what we buy. But the reason we spend money goes beyond just acquiring things.

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How Cognitive Bias Can Affect Buying Behaviour

A cognitive bias is a limitation in rational thinking caused by the tendency for the human brain to take short cuts to save energy.

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5 Ways to Capture More Shopper Attention In-Store

Discover how to generate more stand out attention in today's cluttered stores and competitive online marketplace.

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Loss Aversion and the England Euros Team 2021

Did loss aversion hold back the England football team in the Euros 2021?

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3 Ways to Communicate Price More Effectively

It isn’t so much about the amount you charge shoppers for your product, but how you communicate the price that determines its appeal.

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5 More Forgotten Ways of Selling in Supermarkets

Grocery shopping has become boring! If the only thing I can compare is price, then guess what: I'll compare price!

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How to make your brand stand out in-store

Humans are immensely affected by their vision. Get the right thing in front of the right eyeballs and you're on a winning streak!

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Post Purchase Rationalisation in Shoppers

Post purchase rationalisation, or choice-supportive cognitive bias, is the tendency to retroactively ascribe positive attributes to an option one has selected.

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5 Tips to Prepare for Shopping

Shopping preparation starts before you set foot in the supermarket. Here, you can find several simple techniques that you can think about before you even start.

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7 Tips to Tackle the Lure of the High-Street

Paying attention to your surroundings is a crucial part of shopping more effectively. Now, more than, ever we must be alert and aware as shopping opens back up.

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7 Ways You Can Combat the Powers of Marketing

Being influenced is inevitable, whether it’s by our surroundings, the actions of others, our internal instincts or the clever marketing of the brands around us.

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What is Hyperbolic Discounting?

Hyperbolic discounting is a cognitive bias where people choose smaller, immediate rewards rather than larger, later rewards.

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What is Salience Bias?

Salience Bias is the cognitive bias that predisposes shoppers to focus on items that are more prominent or emotionally striking.

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Coca-Cola Zero Sugar Cans get Revamp

Coca-Cola Zero Sugar cans are to be revamped with an alleged ‘sleek’ smooth new look. But why has Coke done this? Here’s some interesting science...

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The Third Person Effect in Advertising

The third-person effect determines that we tend to perceive that mass media messages have a greater effect on others than on ourselves.

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Pseudocertainty in Marketing

In prospect theory, the Pseudocertainty Effect is the tendency for people to perceive an outcome as certain while it is actually uncertain.

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Using Present Bias to Engage Shoppers

Present Bias is the tendency to rather settle for a smaller present reward than to wait for a larger future reward, in a trade-off situation.

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Is this You? Science Says it Probably is!

When it comes to how we feel, although time of day isn't everything, it's much more important that you might think.

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The Power of Marginal Gains

Marginal gains - small, practical improvements to make it better and easier for shoppers to buy your brand.

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Understanding Shopper Thoughts

Shopper thoughts, beliefs, feelings and perceptions influence shoppers' decision-making and alter buying behaviour.

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The Future of Brick & Mortar Retail. An Interview with Raydiant

As part of Raydiant's Future of Brick & Mortar series, I share insights on the retail industry and coming out of Covid.

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What is Attentional Bias?

Attentional bias is the inability to see all sides of a story. When you fail to consider the things you don't see, you are displaying Attentional Bias.

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Consumer Psychology: Shopping & Emotion

When retailers connect with consumers’ emotions, the payoff can be huge.

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How to Diet while Working From Home

10 ways to apply shopper and consumer psychology, category management and retail merchandising to your own lockdown home.

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What is Loss Aversion Bias?

Loss aversion bias refers to our human tendency to prefer avoiding losses to acquiring equivalent gains.

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The Decoy Effect in Marketing

The decoy effect is the phenomenon whereby shoppers will have a specific change in preference between two options when presented with a third option.

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Shopper Psychology and Sustainability

Sustainable shopper and consumer behaviour is behaviour that attempts to satisfy present needs while simultaneously benefiting or limiting environmental impact.

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Attribute Substitution

Attribute substitution occurs when we must make a decision that is mentally complex - instead our brain substitutes a more easily calculated attribute.

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The Anchoring Effect as a Cognitive Bias

An anchoring effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

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What is the Ambiguity Effect?

The ambiguity effect is a cognitive bias where decision making is biased by a lack of information (ambiguity).

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What is Zero Risk Bias?

Zero-risk Bias is a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk overall.

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Supermarket Shopping has Changed

Covid-19 has changed supermarket shopping, having significant implications for retailers and brands.

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No.25 of 36 What is Sunk Cost Fallacy?

The Sunk Cost Fallacy is a human behaviour pattern in which people continue a behaviour as a result of previously invested resources (time, money or effort).

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A Mindset to Overcome Failure

How do you answer “tell me about a time you failed”? Here are some tips and strategies for crafting a compelling answer.

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Shopper Marketing Insights

Based on 30 years' experience of effective shopper marketing research, here are 5 proven activation techniques for brands and retailers.

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Which Path to Purchase is More Effective?

Is the in-store performance of your brand suffering because it isn’t aligned with the minds of shoppers?

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Packaging Unwrapped - 3 Design Secrets

Want to know how to get more from your packaging? How to make it leap off the shelf into the hands, hearts and minds of passing shoppers?

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What is Positioning in Marketing?

Positioning refers to the ability to influence consumer perception of a brand or product.

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The Psychology of Shopper Marketing

When you understand the psychological factors that motivate shoppers to purchase, you can use shopper marketing to form more meaningful relationships with them.

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No.28 The Mere Exposure Effect

The mere-exposure effect is a psychological phenomenon in which people tend to develop a preference for things merely because they are familiar with them.

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No.10 of 36 Choice Supportive Bias

Choice-supportive bias is the tendency to retroactively ascribe positive attributes to an option one has selected and/or to demote the forgone options.

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Supermarket Sales Tactics - 5 Forgotten Ways of Selling

21st-century supermarkets have become giant, faceless warehouses lacking in emotion. As a result, they've lost some of their ability to appeal and engage.

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The Psychology of Supermarket Shopping

The secret of making shopping better for shoppers is in engaging with them in-store, not just bombarding them with special offers.

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No.20 of 36 - The Framing Effect

The framing effect is a cognitive bias where people make decisions based on whether the options are presented with positive or negative connotations.

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How To Make Your Products Look More Desirable In-Store

There's no better selling point than one person desiring what another person has.

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No.29 What is the Negativity Bias?

The negativity bias is the notion that things of a more negative nature have a greater effect on one's psychological state than neutral or positive things.

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Consumer Behaviour is Changing

As we all know, Covid-19 had and is still having massive impacts on consumer behaviour. Shopping experiences have changed and retailers have had to adapt.

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No.6 of 36 The Availability Heuristic

The Availability Heuristic is a mental shortcut that relies on immediate examples that come to a shopper’s mind when evaluating a purchase decision.

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No.18 What is the Endowment Effect?

The endowment effect is an emotional bias that says that once we own something, or have a sense of ownership, we irrationally overvalue it.

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Benefits of Using an FSDU In-Store

A Free Standing Display Unit (FSDU) maximises product visibility and enhances your brand's appearance. FSDUs can contribute significantly to brand awareness.

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Becoming an Entrepreneur

Stop thinking about when you might go it alone or leave the corporate rat-race to be an entrepreneur, just do it!

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Which Special Offer do Shoppers Prefer?

Although supermarkets bombard shoppers with offers, the fact is that they’re just giving money away – ultimately, they're pouring profit down the drain!

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Stop focusing on 'What' - start paying attention to 'Why'

The world today is obsessed with making the things that are measurable appear important, as opposed to making the truly important things measurable.

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No. 12 of 36 What is Congruence Bias?

Congruence Bias refers to the fact that, as a species, we prefer to only test against our initial hypothesis, neglecting to explore alternative outcomes.

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How emotions influence purchasing behaviour

Emotion is massively important, when it comes to generating positive shopper and consumer engagement.

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Shopper Marketing - How to Combat New Shopper Habits

Shopper habits are changing and brand loyalties are shifting - historical sales data may well come into question as we emerge from this pandemic.

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Why your brain can’t resist impulse buying

We’re all guilty of grabbing the odd chocolate bar, sweet treat or sticky bun whilst out shopping. But why is it so difficult to resist those tempting treats?

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Discover the Real Why Behind the Buy

Ease. Simplicity. Convenience. In a world where the human population is becoming increasingly time-poor, speed and clarity are of the essence.

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5 In-Store Tricks Sell us More Stuff

The best defence against buying things you don't need is knowledge. This article will help you Recognise some of the sophisticated tactics used to persuade you to buy in-store

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No.26 The Less is Better Effect

The Less is Better Effect is a preference reversal that occurs when the lesser or smaller alternative is preferred when evaluated separately, but not together.

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No.24 The Illusory Truth Effect

The Illusory Truth Effect is the tendency to believe false information to be correct after repeated exposure.

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No.16 of 36 The Denomination Effect

A cognitive bias relating to currency, suggesting people are less likely to spend larger currency denominations than their same value in smaller denominations.

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No.19 Focusing Effect

The Focusing Effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

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No.17 of 36 Distinction Bias

Distinction Bias is the tendency to view two options as more different when evaluating them simultaneously than when evaluating them separately.

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No.11 of 36 Confirmation Bias

Confirmation bias is the tendency for the brain to value new information more if it supports existing ideas and beliefs.

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No.8 of 36 Base Rate Fallacy

A phenomenon known as base rate fallacy illustrates how people can sometimes jump to inappropriate conclusions, with significant consequences.

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No.5 of 36 Automation Bias

Automation bias is the propensity for shoppers to favour suggestions from automated decision-making systems and to ignore contradictory information made without automation, even if it is correct.

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No.9 of 36 Ben Franklin Effect

There's a psychological phenomenon commonly known as the "Ben Franklin Effect" that explains why people like you more when they do you a favour.

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No.13 of 36 - Courtesy Response

Courtesy Response, a downfall of humankind - we're often so afraid of offending our listener that we hide away from speaking the truth.

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A lesser known reason for the continuing success of the discounters

Ask yourself, do you need more than 90 different pizzas to choose from, or 100+ coffees? Is it necessary to have a range of 200 cheeses in-store?

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A solution (or 5) to the woes of Marks & Spencer

In the spirit of 2019 goodwill, here are 5 straightforward insights that would definitely improve the fortunes of M&S. What’s more, each has already been proven elsewhere to make shopping better for shoppers, better for brands & better for retailers.

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Brand Blocking – What You Need To Know...

Imagine that you are in your local supermarket and want to buy a box of chocolates. Which would be more appealing? A horizontal block of products or a vertical one?

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How Shoppers Really Decide

Every day, shoppers make choices, lots of them. In this article I’ll reveal how you can actively help shoppers to make better purchase decisions. Learn how to make it mentally easier for shoppers to buy your brand

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Here's How to Make it Easier for Shoppers to Like Your Brand

Can just the way in which a product is visually depicted affect the extent to which shoppers imagine using the product? The answer is an unequivocal YES!

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Supermarkets - What's more important than price?

For many years now, leading supermarket chains have invested serious advertising spend to convince us shoppers that each of them is cheaper than the rest.

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Why Emotion Beats Promotion Every Time

Given the enormous opportunity to create improved bricks and mortar retail and to offer a definitive alternative to the threat of online, brands and retailers should pursue emotional connections as a science based major strategy. But for most, building these connections is more haphazard guesswork than science

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Don't Run Another In-Store Promotion Until You've Read This!

If you run promotions as part of your trade marketing activity, then chances are you are giving away much more than you need to

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5 Ways For Bricks & Mortar Retail to Fight Back!

For more than 100 years, shoppers have hunted and gathered for all manner of stuff from bricks & mortar stores. Then all of a sudden along came the internet: And on-line shopping! Is on-line shopping actually shopping as we know it? There are no goods to touch, sniff, shake rattle or purloin.

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This Brand Growth Advice is Clever, Very Clever!

Here’s a challenge for anyone serious about growing their share of market: Instead of only analysing the details of those who buy your brand and those already buying from the category it resides within, focus on those that don’t buy; those that aren't even in the aisle!

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Top 5 Fake Shopper 'Insights'

Here are 5 well-established 'facts' about shoppers and shopping. Unfortunately, they are more fiction than fact based. Fact 6 is that shoppers and consumers provide responses during different types of market research surveys that are not entirely truthful. Not due to any evil plan to mislead, but more to do with the make up of the human brain.

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Key insights into grocery shopper decision making

Brand growth opportunities from in-depth analysis of more than 100,000 grocery shoppers

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The 2 types of value for grocery shoppers

It would appear that in grocery retailing, the word ‘Value’ has come to mean price, cheap price, low price, special price, etc. But, what about another form of value? What about the ‘Benefits’ of shopping at a particular chain of supermarket?

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Why Shoppers NEED Special Offers

Britain’s supermarkets have axed deals on hundreds of products because customers say they waste food and drink after being encouraged to buy more than they need. But...

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What's better for shoppers? Money or Mood

Retail is missing a major opportunity: Between distribution and consumption comes acquiring, or as some call it ‘Shopping’. If a product hasn't been shopped for or bought, it’s pretty hard to consume.

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Differentiate or risk being delisted

When it comes to trading successfully with today’s supermarkets, you have to really understand them. And to do that, you need to understand what their customers want and expect from them: The pressures shoppers like you and I put them under.

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Do you know shopper? All 5 of them!

Understanding how shoppers buy offers an opportunity to influence what shoppers buy

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The Secret Psychology of Retail

Emotion Sells, Reason Justifies: How to reconnect with shoppers and improve sales, brand perceptions and customer satisfaction, instantly.

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The difference between shoppers and buyers

We're all missing a trick here! Healthy negotiations between retailers and their suppliers are all well and good, but they shouldn't be at the expense of meeting the needs of the millions of shoppers that visit supermarket aisles every day of the week.

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Getting your Brand more Attention In-store and Online

In the 'old days' capturing attention was much easier than it is today. Shoppers and consumers had less choice and so decision making was easier. But if you look at how attention works from an evolutionary perspective, there are some really good opportunities out there.

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