At house51 we think differently. The truth is that people don’t think deeply about most brands. We believe that research should focus on what is really important to people, and understand how brands, products and services can fit in with real lives.
Our principles are inspired by the latest people-centred thinking and practice across business, academia and policy making.
People are highly adaptive, intuitive and effective decision-makers. They may not be the rational ‘econs’ of standard economics, but they are not hopelessly irrational either. So, we deploy innovative approaches that help our clients develop better relationships, products and services for the real world.
People do things that make them happy
Thinking takes effort, so people use shortcuts
People are herd animals, we are strongly influenced by what others do and say
People have an innate need for fair play, but what’s fair depends on context
The truth is that people don’t think deeply or even care about most brands. Yet conventional brand research tends to focus on overly rational and abstract metrics that matter to brands, but not to people.
We have deep experience working across the planning cycle for many of the world’s leading brands. From market scoping, brand strategy, CSR and positioning through to tracking.
Our work is differentiated by combining implicit and explicit techniques to understand both unconscious and conscious response. Our real world principles frame KPIs and targets in terms of outcomes that help brands understand what they are contributing to the pleasure and purpose of people’s lives.
Our expertise is in early ideation, creative development and copy testing through to evaluation of in-market work.
Behavioural science tells us people are ‘cognitive misers’ with limited attention, thinking power and imagination . But there is no one-size-fits-all model. Depending on context, people differ significantly in their ability and motivation to process communication at an unconscious (System 1) and conscious (System 2) level.
So, we focus on maximising the potential of communications to win attention and drive brand salience by ensuring the work is fully calibrated to the psychological profile and real world behaviour of the intended audience.
Our team combines commercial social research spanning diverse sectors including government, charity and not-for- profit organisations with academic research which focuses on applying the principles of behavioural economics to key policy challenges such as promoting healthy lifestyles and the post Brexit landscape in the UK.
People find it difficult to think about the future, having a bias towards the present and the status quo. They are unreliable witnesses to their future needs and desires. These fundamentals of human psychology present significant challenges. It’s why many creatives and designers view innovation research with suspicion. Our work spans early identification of new market territories, through to concept and message testing, pricing and packaging.
In all cases we use a range of innovative methods inspired by psychology and design thinking to control for bias, make innovation tangible and ensure that new ideas and products reach their full potential in the real world.
No one wants to reinvent the wheel. Our network provides access to the latest thinking in behavioural science.
Our behavioural lens gathers insights and principles that are relevant to your brief. We use it to repurpose and unlock the full potential of your existing data and knowledge. It provides a comprehensive roadmap for future research and planning.
The literature on behaviour change provides a wealth of evidence and case studies on what works.
We harvest this knowledge to identify precise implementation tools and create practical guides for execution.
We’ve known each other a long time. We arrived at house51 via senior roles at leading agencies like Hall & Partners, HPI and Conquest. We’ve worked with many of the world’s most iconic brands and deserving causes including Coca-Cola, L’Oreal, Audi, MasterCard, NSPCC, Kellogg’s and BA.
We work together and with a diverse range of collaborators to provide our clients with new perspectives and a genuine alternative to the traditional agency model.