Consumer Insights

Why personas fall short and how behavioral clusters create products that actually fit how people think, choose, and act.

Ever catch yourself agonizing over tiny choices—like which shade of beige to paint the wall—while the big stuff piles up? Learn a simple mental model to spot which decisions deserve your focus and which ones you can breeze past.

The fine line between motivating and manipulating is becoming increasingly blurred. In hopes of helping those who wish to use behavioral science for good, this piece will explore how the same cognitive tools that can help us reach our goals can just as easily steer us off course, depending on how they’re used.

Canada's housing crisis, with supply lagging demand despite interventions, requires understanding systemic barriers. This article introduces a study analyzing municipal planners, developers, and community members to identify obstacles hindering housing development and innovation, ultimately aiming to provide insights for addressing Canada's urgent housing needs.

What prevents Canadians from adopting housing innovations? This report explores key barriers and provides actionable strategies to address challenges and accelerate the adoption of solutions like ADUs, middle housing, and modular homes.

It’s time to acknowledge the (dark) creativity in sludges and dark patterns—and, most importantly, how to address it.

How can we overcome the barriers preventing Canadians from adopting housing innovations? This report uncovers the psychological and systemic challenges to adoption and provides actionable strategies to bridge the gap between interest and action.

How can developers, builders, and policymakers better align their strategies with Canadian homeowners' preferences for innovative housing solutions? This report explores the attitudes, awareness, and barriers that shape homeowner decisions around options like ADUs, middle housing, and modular homes, offering practical insights to guide future engagement and market alignment.

Drawing from a childhood anecdote about picking a unique blue car color, this story illustrates how our minds spotlight what we focus on, making the seemingly rare feel common. Discover how our perception shapes reality in this engaging exploration of top-down attention.