Every day, businesses ask customers to consciously explain decisions they didn’t consciously make.

We like to think our decisions are conscious and rational. In reality, they’re shaped by context, habits, other people, biases, defaults and dozens of influences we barely notice.

I use behavioural science and specialist research methods to uncover what’s really driving behaviour, and turn those insights into better decisions about growth, positioning, products and communication.

Services

Gus Allen (MSc), Applied Behavioural Scientist

"Gus filled in some key blind spots for us, and our brand will be infinitely better for it."

KIT GAMMEL, CO-FOUNDER | SURREAL

projects.

POSITIONING

Uncovering what Sushidog really meant to its customers to set their brand refresh up for success.

SUSHIDOG

PRODUCT

Unearthing what was holding first-time customers back from repeat purchases for Bio&Me.

BIO&ME

PACK

Helping SURREAL identify what to fix and what to leave alone as they shifted from D2C to retail.

SURREAL

services.

Focused qualitative sprints grounded in consumer psychology. Uncover what’s really driving choice, hesitation, and drop-off, and inform clearer decisions on positioning, creative, and product.
Customer Discovery Sprints
We use a range of evaluation and validation techniques to reveal how your positioning and creative will perform out in the real world.
Find out more
A psychology-led homepage audit that quickly fixes what’s quietly killing your conversion.

Find out more

Book an intro call

“We were so happy with the work - it gave us the clarity and confidence to move forward with our creative.”

LEONIE HOLLAND, MARKETING DIRECTOR | DALSTON’S

testimonials.

"Gus was a total pleasure to work with, they took real time to understand our brief and executed a research plan that provided real and actionable insights. They helped fill in some blind spots for us and our brand will be infinitely better for it."

Kit Gammel, Co-Founder | eatsurreal.co.uk
Gus was brilliant! Quick to get the brief and managed to pull valuable insights from a tricky, niche audience. The final report was spot-on: comprehensive, strategic, and genuinely essential to the project.

Vicky Shi, Senior Strategist | 21stcenturybrand.com
"Testing with real consumers has been vital in developing a brand positioning that resonates with our audience. These insights would have cost us a lot of time and money had we waited to find them out in market.”

Rohan Radhakrishnan, Co-Founder | quarterproof.com
"Gus helped us uncover and distil what really mattered to our members. It's been hugely helpful in guiding our marketing strategy for our next phase of growth, as well as helping us communicate our value to our new team members and board.

Henry Wilkinson, Founder | drop-in.com
“A customer-centric mindset is vital to us, and Gus helped us identify and measure some of the more nuanced and emotional needs of our customers. It’s been hugely helpful in informing our ongoing product development and positioning.”

Sophie Salisbury, Co-Founder | reia.store
"We were so happy with the work - it gave us clarity and confidence on how to move forward with our creative"

Leonie Holland, Marketing Director | Dalston’s
"Gus gave us another perspective on how we think about the candidate and hiring experience. They helped us identify and implement behavioural techniques which improved the hiring experience for everyone."

Alex Hanson-Smith, Founder & CTO | inploi.com
“Gus helped us get brutally clear on why people weren’t prioritising an Up Club membership. The work reshaped our positioning, turning it into a far more compelling offer - it’s been a key driver in getting us back on track to hit our growth targets.”

Lottie Unwin, Founder | Upclub.co

articles.

4 MINUTE READ

Why traditional market research hasn’t worked for smaller brands

5 MINUTE READ

Supercharging CX with behavioural science

3 MINUTE READ

How to remove uncertainty from your customer experience

let’s talk.

book an intro call

Or send a message

✉️ hello@beyondinsights.co.uk

Every day, businesses ask customers to consciously explain decisions they didn’t consciously make.

"Gus filled in some key blind spots for us, and our brand will be infinitely better for it."

projects.

services.

Customer Discovery Sprints

Pack Testing

Website Conversion

“We were so happy with the work - it gave us the clarity and confidence to move forward with our creative.”

"Gus was a total pleasure to work with, they took real time to understand our brief and executed a research plan that provided real and actionable insights. They helped fill in some blind spots for us and our brand will be infinitely better for it."

Gus was brilliant! Quick to get the brief and managed to pull valuable insights from a tricky, niche audience. The final report was spot-on: comprehensive, strategic, and genuinely essential to the project.

"Testing with real consumers has been vital in developing a brand positioning that resonates with our audience. These insights would have cost us a lot of time and money had we waited to find them out in market.”

"Gus helped us uncover and distil what really mattered to our members. It's been hugely helpful in guiding our marketing strategy for our next phase of growth, as well as helping us communicate our value to our new team members and board.

“A customer-centric mindset is vital to us, and Gus helped us identify and measure some of the more nuanced and emotional needs of our customers. It’s been hugely helpful in informing our ongoing product development and positioning.”

"We were so happy with the work - it gave us clarity and confidence on how to move forward with our creative"

"Gus gave us another perspective on how we think about the candidate and hiring experience. They helped us identify and implement behavioural techniques which improved the hiring experience for everyone."