Generative AI has exploded onto the scene, promising faster insights, cheaper intelligence, and an endless stream of content. For marketers and brand strategists under pressure to deliver results quickly, it can be tempting to imagine AI as a substitute for traditional market research. 

But here’s the truth: AI and research are not interchangeable. They serve different purposes, and understanding those differences is critical if you’re making decisions about new markets, products, or brand strategies. 

While B2B decisions may appear rational on the surface, psychology reveals a more complex reality. This piece explores how cognitive biases, internal politics and behavioural shortcuts often shape decision-making more than logic or value. Drawing on recent project experience, it shows why understanding users as people, not personas, is key to building products that earn trust, drive adoption and create lasting impact.

Neuroscience is revealing surprising truths about why some brands capture deep loyalty while others fail to break through. Drawing on studies like Deppe et al. (2005), this article explores how emotional connections can bypass rational scrutiny, why some marketing strategies backfire, and what it really takes to build a brand that sticks.

Nudging can be a powerful tool in influencing customer behaviour — but without a solid understanding of consumer psychology, it can just as easily damage trust, loyalty, and reputation.

Before any business looks to guide behaviour, it needs to understand what drives it. Otherwise, even well-designed nudges risk feeling manipulative rather than helpful.

I explore why understanding must come first — and what happens when it doesn’t.

As consumer skepticism reaches new heights, trust can no longer be demanded—it must be earned.

In a world of misinformation, AI uncertainty, and corporate doublespeak, the brands that thrive will be those that rethink trust, using behavioral science to foster deeper, more intuitive connections.

AI may save businesses money on marketing, but at what cost?

Research shows AI-generated content weakens trust, loyalty, and brand equity by mishandling emotions and spreading misinformation—raising the question of whether short-term savings are worth the long-term damage.

In a world marked by rapid, often unpredictable change, organisations face immense pressure to adapt while still meeting goals and maintaining performance.

Here are three essential strategies to build resilience and enhance problem-solving capabilities in uncertain times. 

In a world where change is constant, organisations face an ongoing challenge: how to adapt while keeping teams engaged and resilient. The answer lies in understanding the psychological drivers of how people respond to change. 

The truth is, resistance to change is not about stubbornness—it’s about psychology. By addressing the deeper needs, biases, and mental frameworks that influence behaviour, leaders can transform change from a source of stress into a platform for growth.  

Every holiday season, brands release heartwarming, festive adverts to capture the spirit of Christmas and connect with their audience.

But what makes one ad resonate more than another? Using our consumer psychology expertise and NEOAI we compared two Christmas adverts from last year: one that was a hit, and another that missed the mark. 

As the holiday season approaches, brands face a critical choice in their creative strategy: should they feature real people or cartoons in their Christmas campaigns?

Both approaches have distinct psychological advantages, yet the decision has a profound effect on how consumers perceive authenticity, emotional engagement, and brand loyalty.

Understanding the nuances behind this decision is essential for leaders aiming to maximize the impact of their holiday messaging. 

In the frenzy of holiday shopping, it's tempting to assume that consumers all follow the same path—planning ahead. But in reality, a significant segment of shoppers operates differently, and many brands miss out on the opportunity to connect with them effectively.

Identifying and targeting these last-minute shoppers can be a powerful way to differentiate your brand and optimise holiday sales. 

The sheer scale and unpredictability of consumer behavior during Black Friday can make it challenging for companies to devise effective strategies. This is where predictive modelling using machine learning becomes invaluable.

We are often asked what our consultancy offers beyond expertise in psychology, behavioural science, and data science. After asking our clients what they think sets us apart. Here's what we found:

The way customers see loyalty is changing a lot. What used to feel like a close connection is more and more about making smart choices, with lots of different factors coming into play. This isn’t the end of loyalty programs, though; it just means businesses need to be more thoughtful and understand their customers’ better. By getting to the heart of what influences perceptions of value, businesses can make their loyalty programs more effective and efficient without breaking the bank.

Consumer loyalty and reward schemes might have a negative impact on customer experience, not because of the rewards themselves, but due to the expectation of rewards…

The way customers see loyalty is changing a lot. What used to feel like a close connection is more and more about making smart choices, with lots of different factors coming into play. This isn’t the end of loyalty programs, though; it just means businesses need to be more thoughtful and understand their customers’ better. By getting to the heart of what influences perceptions of value, businesses can make their loyalty programs more effective and efficient without breaking the bank.

Marrying finance with psychology = the Greater Fool Theory . Amidst cognitive biases, can we chart a clear investment path? Discover a refreshed perspective on financial strategy.

Explore how banks, insurers, and investment companies can better align with FCA regulations by understanding an overlooked customer vulnerability – overconfidence.

Brands are increasingly using AI tools like chatbots, AI checkouts, and AI customer services. However, the deployment of these technologies has been met with mixed reactions. This suggest a need for brands to first understand the complex customer-AI landscape in order to implement AI systems more effectively.

The FCA have been somewhat vague about the definition of behavioural bias, handing responsibility over to firms to define it in their own terms. This puts many firms at risk because of their own biases…