How behavioral science can transform your research and marketing

Today, people make most decisions without deep reflection. Instead, we rely on shortcuts, or “heuristics,” to simplify our choices. As researchers and marketers, understanding these shortcuts can make a massive difference in how we approach campaigns and communicate with our audiences.

In this article, I’ll walk through some key behavioral science insights and share how you can use them to elevate your research and brand impact.

Humans are inherently visual beings. According to studies by psychologist Fergus Begg, we remember concepts better when they’re easy to picture. 

For example, abstract terms like “premium” or “trustworthy” may sound sophisticated, but if your audience can’t visualize them, the message won’t stick.

Consider Apple’s iconic “1,000 songs in your pocket” tagline. Instead of saying “256 MB of storage” they painted a vivid picture that was memorable and relatable. When you’re developing messaging for your brand, ask yourself if the language is something people can imagine. If it’s not, simplify it.

🧠 Avoid jargon and opt for straightforward, everyday language. Try describing your product to a friend, and note the language you use in conversation — that’s likely to be more concrete and relatable.

People are social creatures. One of the most well-known concepts in behavioral science, popularized by Dr. Robert Cialdini, is “social proof”— the idea that people are more likely to do something if others are doing it too.

In Cialdini’s famous study, hotel guests who saw messages saying “most guests reuse their towels” were 26% more likely to follow suit than those who only saw environmental messages. By pointing to others’ actions, you can subtly influence behavior without being overly rational or persuasive.

The takeaway? Position your brand or product as popular and widely trusted. Examples like Amazon’s “Best Seller” badges or Zoom’s promotion of its millions of users aren’t just informative, they’re reassuring, offering customers a quick assurance that they’re making a safe choice.

🧠 Consider testimonials and user numbers that emphasize the size and diversity of your customer base. Incorporating phrases like “trusted by professionals worldwide” can add authority and make an impact.

It’s worth adding that Cialdini took social proof a step further by testing tailored messages. 

So instead of simply saying “most guests reuse their towels,” he added a personal touch: “Most guests who stayed in this room reused their towels.” This small tweak boosted compliance even more, showing that people are especially influenced by those they identify with.

For your brand, consider tailoring social proof based on demographics. Instead of saying, “Join thousands of satisfied customers,” try, “Join thousands of customers in your area,” or “...of your age.” A well-tailored message shows that you understand your audience and builds a sense of connection.

🧠 Use segmentation in your messaging. Target groups by region, age or even shared interests to personalize your social proof and foster a stronger connection.

When evaluating prices, people don’t always make rational, calculated decisions. Behavioral science shows that people tend to compare prices based on similar products they’ve encountered recently — called a “mental comparison set.”

Take Deutsche Bahn, the German railway company for example. To encourage domestic travel, they displayed similar-looking German tourist sites next to popular international destinations, showing the cost of a train ticket next to the price of a flight. By setting a clear point of comparison, they made the train fare seem more appealing.

To apply this concept, research your audience’s comparison sets and ensure your product is seen as a better value than the closest alternatives. When you shift what people compare your product to, you can change their perception of its worth.

🧠 Try emphasizing comparative value, especially for products that might be viewed as pricier. Consider framing the cost against a higher-priced alternative to make the value clearer.

In 2005, researcher Andrea Morales discovered that people often use perceived effort as a proxy for quality. In her study, participants rated realtors higher when they thought they had put more time and effort into selecting properties — even if the end result was identical.

Think about what this means for your brand. Does your audience know the effort behind your work?

For example, Dyson doesn’t just highlight the features of its vacuums; it also tells you about the 5,000 prototypes it went through to perfect them. So similarly, as a researcher, consider sharing the steps, time and iterations involved in your projects with colleagues and clients. 

🧠 Share milestones and development details with your audience to build transparency and demonstrate quality. Simple statements like “5,000 hours of research went into this product” or “We iterated 15 times to ensure quality” can help convey the effort and expertise invested.

Incorporating behavioral science into your research and marketing strategy offers a way to align more closely with human nature. 

By understanding the biases, tendencies and decision-making shortcuts we all share, you can craft messages that resonate and products that better meet customer needs. And that’s what elevates good research to great.