Behavioral science uncovers the hidden forces behind real decisions, revealing what people do rather than what they say. When added to research, it delivers clearer insights that help brands create messages and experiences that truly influence choice.

Consumers make choices based on how brands support their needs for control, capability, and connection, and meeting these needs builds lasting loyalty.

Health decisions often hinge on defaults, the pre-established choices that people accept when they are overwhelmed or short on time. Designing smart defaults helps patients move from good intentions to healthier outcomes.