INSIGHTS LIBRARY

Yes, I may not choose a zero-sugar ice cream versus my favourite indulgent brand even when wanting to lose weight.   Behavioural science explained all human behavior to be “irrational” given to biases like loss  aversion (the tendency to prefer avoiding losses over acquiring equivalent gains or the anchoring effect (how initial information can disproportionately influence subsequent judgments) and other many biases which deviate consumer choices from rational expectations. F

This March 8th it’s important to remember that we need more than a celebratory day to bring ‘real change’ for women around us!  We had over a hundred extensive conversations with Urban women (NCCS A,B) in 2024 as part of our work as human behavior experts and insight miners supporting marketers. Here are our 5 key observations: 1.     ‘Glow and lovely’ still rules In most of our conversations with women, physical appearance remained key to her identity. However, the modern w