‘Just as no building lacks an architecture, so no choice lacks a context.’ Richard H. Thaler
I approach the design and interpretation of many projects through the lens of Behavioural Economics research.
Behavioural science applies psychology to economic decision-making theory. This allows us to get closer to the real drivers of human behaviour.
It considers the effects of psychological, cognitive, emotional, cultural and social factors upon the decisions of individuals and institutions. As such, Behavioural Economics research recognises that most of us can act based on seemingly irrational decisions, reflecting our own cognitive biases.
By gaining a deeper understanding of the underlying reasons why people really behave and respond as they do, I can propose solutions that are better aligned to peoples’ real needs.