We conduct qualitative and quantitative research that goes beyond surface responses to uncover the deeper forces driving behaviour, focusing on the role of identity in shaping what people do, how they feel about it, and what makes change possible.

Drawing on behavioural science, social psychology, and anthropology, we use an expanded set of methods designed to surface the identity dynamics that shape behaviour.

Alongside traditional qualitative tools, we apply innovative, identity-centred methodologies such as: 

• Empathy interviews that surface unspoken beliefs, emotions and internal tensions

• Behavioural diaries that capture in-the-moment decisions, habits, and identity expression across different contexts

• Ethnographic shadowing to observe real-world behaviours and uncover what people do versus what they say

• Journey-mapping and projection exercises that reveal imagined futures, hidden identities and perceived barriers to change

• Turning point narratives that uncover pivotal moments in identity shift and moments of readiness for change

• Relational mapping to understand social influence, trust, and power dynamics within people’s networks

• Identity and motivation surveys to quantify key drivers (e.g. social norms, role salience, perceived control)

• Prevalence measurement of specific behaviours, beliefs, or barriers

• Attitudinal or belief scales (e.g. stigma, readiness for change, identity threat)

Our segmentation goes beyond demographics and attitudes to reveal what people bring with them; their past experiences, roles, motivations, and constraints, not just how they behave now. 

Each segment is brought to life through pen portraits that connect insight to application, helping teams understand who they’re communicating with or designing for, what drives them, and how to influence them effectively.

We draw on identity-based and behavioural models to cluster people by:

We segment audiences based on factors such as:

• Their Capability, Opportunity, and Motivation to change (e.g. COM-B)

• How their identity aligns with or resists the desired behaviour

• Cultural context, social roles, and emotional drivers

• Barriers to action, both practical and psychological 

• Levels of trust, relevance, and engagement with the issue or context

Our personas are more than descriptive, they are strategic tools that anchor messaging, service design, and program delivery in the realities of the people you're trying to reach.

We design behavioural strategies that do more than describe what needs to change, they clarify how, why, and where and when change is most likely to happen.

Grounded in evidence and built on tried and tested behavioural models like COM-B and the Transtheoretical Model of Change (TTM), our strategies map the forces driving and resisting change, and identify the levers most likely to unlock progress. 

We develop:

• Theories of change that outline the causal pathways to impact and define what success looks like

• Foundational frameworks that align teams, policies, programs, and communications around shared behavioural goals (what success looks like)

• Behavioural journeys that pinpoint where in a journey identity tensions, readiness, and influence converge

• Strategic propositions that translate behavioural insights into sharp, motivating creative direction for design, messaging, and implementation

The result is clear, evidence-based and practical plans to support change.  

Whether it's a communications program, social marketing campaign, or content strategy, our work is designed to be timely, targeted, and true to the people, contexts, and influences that shape behaviour.

We go beyond raising awareness. Our communications are crafted to reduce resistance, build motivation, and guide people through every stage of the behavioural journey, from precontemplation to maintenance, drawing on the Transtheoretical Model of Change.

To ensure our communications do more good than harm, we test for unintended consequences using our DRIFT© framework and apply our PRIME© framework assessing identity alignment, behavioural impact, and long-term efficacy.

We develop communications strategies and campaigns that:

• Frame issues in ways that feel relevant, respectful, and resonant

• Use co-creation and iterative design processes

• Align messaging and channel recommendations with the audience’s behavioural journey

• Are tested and refined based on Behavioural logic and theory of change

We design interventions that are underpinned by research and directed by strategy, and co-created with the people they’re meant to serve.

By collaborating with audiences, communities, service providers, and subject matter experts, we ensure our solutions are not only behaviourally sound but also culturally relevant, feasible, and trusted.

Building on research, segmentation, and strategy, we work closely with communities, service providers, and subject matter experts to design solutions that are not only behaviourally sound, but culturally relevant, feasible, and trusted. From improving service experiences to designing referral pathways or communications, our recommendations are shaped by lived experience and refined through collaboration and testing.

We design interventions that:

• Focus on specific behavioural goals and moments of influence

• Address emotional, social, cultural, and structural barriers

• Support identity-aligned choices that feel motivating and sustainable

• Fit seamlessly within people’s lives, contexts, and environments

• Are co-created to reflect local knowledge and build ownership

• Include safeguards to prevent unintended harm and promote equity

We design Monitoring, Evaluation and Learning (MEL) frameworks that do more than measure success, they help organisations understand how, why, and for whom change is happening, and how to adapt in real time.

Our MEL approach is grounded in behavioural science, identity theory, and systems thinking. We track behavioural outcomes alongside shifts in identity, perception, and engagement, capturing the complex, contextual nature of change. Our learning processes are built to inform decision-making, support adaptive implementation, and centre the voices and experiences of the people most affected.

We design MEL systems that:

• Map behavioural pathways to change by aligning with existing Theories of Change (TOC) or develop new TOC that reflect behavioural and identity dynamics

• Track behavioural indicators and enabling conditions, not just outputs or attitudes

• Blend quantitative and qualitative methods to measure what matters and explain how and why change occurs

• Build in continuous feedback loops for teams, stakeholders, and communities to reflect, iterate, and improve

• Surface unintended impacts and equity gaps, ensuring strategies are safe, inclusive, and sustainable

Our MEL frameworks are designed for real-world use, not just reported. They help teams learn, improve, and deepen their impact by understanding behaviour in context and over time.