Behavioural Insight Archives | KHWS

The buying behaviour insights that traditional research cannot reach

The buying behaviour insights that traditional research cannot reach Buying behaviours have changed more in the last 15 months than they have in the last 10 years (McKinsey & Company, 2020) We shop more online; we consider a brand’s ethics and values before we buy, and we want to support local businesses. (Verma &Naveen, 2021 […]

The wide spectrum of ‘Social Proof’

KHWS’ work with Durham University Business School leverages behavioural science to identify the consumer behaviours that nudge & inform our decisions. In essence, behavioural science is the study of how we make choices and act upon them. Our proprietary model is based on 9 key Sales Triggers™, essentially 9 different factors that can lead us […]

When Insight Dies

The disconnect between research and creative execution.   The global research industry is worth over £39billion and the UK spends more per head at £61 than any other nation in the world.(source Statista) A large proportion of this spend is used to shape and inform marketing activity. The insight teams of brands – large and […]

10 brand ecommerce challenges

One of the biggest impacts COVID-19 has had on our consumer society is the increase in the use of online shopping for our groceries. These new behaviours raise many challenges for brands as they seek to stand out within ecommerce grocery sites. To help combat these challenges, KHWS, in partnership with Durham University Business School, […]

The tools to help you harness behavioural science for better marketing

While behavioural science has been of interest to the marketing industry for many years, there is still a lack of understanding of how to put the scientific theory into practice. Marketers talk about nudging behaviour, or fast and slow thinking, but don’t have the tools to apply the science to the nitty gritty of their […]

Powerful tools in the wrong hands?

Under pressure to find a good last minute deal? Be it accommodation, gig tickets or a Black Friday promotion, those comparison sites know what makes us tick and how to get customers to purchase. In this blog post Founding Partner Nick Hawkes explores the value of scarcity in light of a new government enquiry. The […]

How drinks brands can put the fizz into their ecommerce sales

There’s a common problem facing alcohol brands that’s making their online sales fall flat. When we choose booze in a supermarket or off licence, the price is in full view, and so we get a sense of value for money. Why, then, is there such a lack of commercial activation on drinks brands’ websites and […]