Knowledge Centre
The research library of a behavioural marketing consultancy.
Frameworks, evidence and field notes on how customer behaviour actually moves — and on the promotions that reliably move it. We publish what we use with clients.
Start here
Cornerstone reading.
Why promotions work
Why discounts under-perform, why excitement changes behaviour, and why insured promotions unlock prize sizes that ordinary marketing budgets cannot.
Read FrameworksSignature 5th frameworks
The Behaviour Shift Model™, The Promotion Success Framework™, Trust & Verification, and Attention-to-Action — four working models we publish and use.
Read MethodologyThe 5th Method
The eight-step process behind every campaign we ship — from behavioural diagnosis to independent verification and measured result.
ReadFilter
Browse by category.
Why promotions work — the behavioural case
Great promotions aren't loud discounts. They are behaviour-change instruments, engineered around the way people actually decide.
Read articleBehavioural marketing, in one page
The frameworks worth stealing from behavioural science — and the ones to leave alone.
Read articleCustomer psychology at the point of purchase
The last thirty seconds before a purchase are worth more than the thirty days of advertising that preceded them.
Read articleWhat's changing in promotional marketing
Three trends worth designing around — and one that's noise.
Read articleHow to generate promotion ideas that actually convert
Start with the behaviour you want to change. Everything downstream follows from that.
Read articleRetail marketing under margin pressure
When every competitor is on promotion, the only way out is a mechanic they can't match.
Read articleConsumer behaviour: what changes, what doesn't
Channels change constantly. The reasons people buy don't.
Read articleThe economics of prize promotions
A million-dirham prize doesn't cost a million dirhams — provided someone else carries the tail.
Read articleMoney-back guarantees: quiet, deadly, effective
Nothing removes purchase risk faster than knowing you can get your money back.
Read articlePrediction campaigns: riding attention that already exists
The best prediction campaigns hitch a ride on cultural moments — instead of trying to manufacture one.
Read articleHow insured promotions work
A working explanation of prize indemnity — what it is, what it isn't, and why it lets marketers offer prizes they otherwise couldn't afford to name out loud.
Read articlePrize promotions vs discount campaigns
Discounts erode margin every time they run. Prize promotions can create the same lift without touching the ticket price.
Read articleHow to increase retail footfall
Footfall is a leading indicator of every other retail metric. A physical prize moment is still the cheapest way to move it.
Read articleHow to launch a new product successfully
Launches fail when trial cost is higher than trial benefit. Insured promotions rebalance that equation.
Read articleWhy customers switch brands
Loyalty is habit. Switching is the interruption of habit. Promotions are how marketers manufacture that interruption.
Read articlePromotional risk management for CFOs
Every promotion is a contingent liability until it is settled. The question is who carries it.
Read articleThe psychology of anticipation
Anticipation is the marketing asset most brands underuse. It compounds attention between the announcement and the reveal.
Read articleBehavioural marketing for real estate
Property is a long, emotional, referral-heavy purchase. Promotions that respect that outperform promotions that don't.
Read articleAutomotive promotions: from test drive to signed order
The test drive is the funnel step that matters. Everything before is awareness; everything after is paperwork.
Read articleHospitality promotions that travel
In hospitality the campaign that gets shared is the campaign that gets booked. Design for the phone in the room, not the ad in the magazine.
Read articleNext step
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