Behavioural Science

Behavioural Science

Behavioural science, why it matters:

Over the last 30 years, research in psychology, neuroscience, and behavioural economics has shown us how the mind really works, and why people behave the way they do. People have two thinking modes - fast and slow thinking, and we spend much of our time in this fast thinking mode. This means that we don't move around the world as consciously as we think we do - some things are hard to articulate, and we're not always aware of the real drivers of our behaviour. This means the true drivers of behaviour are not always accessible through traditional research techniques.

2CV: Behavioural Science

2CV are dedicated to helping our clients uncover all the factors influencing decision-making - this includes the things people are aware of, as well as the things that they aren't. We bring key insights from the study of behaviour, to help our clients go beyond what people say they think and feel, and tap into what's really going on 'behind the scenes'.


What we offer:

Behavioural Science at 2CV is not a singular approach. 




We offer a wide range of innovative techniques and methodologies, all grounded in insights from the behavioural sciences. From implicit responses, to facial coding, to habit-based ethnography - our tools help our clients understand the implicit, emotional responses that drive behaviour.

The Lab:

We're constantly staying up to date with the latest advances in academia and in the tech world, and developing new and validated methodologies grounded in behavioural science thinking.


  • Training and Inspiration: We offer seminars for clients who want to get to grips with behavioural science.
  • Consultancy: We provide a behavioural science perspective for any project, at any stage.
  • Behavioural design: We research and apply the latest thinking in the behavioural sciences to increase the impact of communications and interventions, and create measurable behaviour change.

Who we are:

2CV: Behavioural Science is led by Cathryn Rebak, and is made up of a multi-disciplinary team with backgrounds in psychology, anthropology, and behavioural economics. Our combined expertise helps our clients gain a deeper understanding of behaviour.

Interested in finding out more?

Please contact Cathryn Rebak if you find behavioural science interesting, and to find out more about what we can offer you.

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James Redden


The Loyalty Fallacy

The Loyalty Fallacy

Customer loyalty is a common topic in business & marketing - companies aim to increase it, books & conferences are dedicated to the topic, and numerous agencies sell products that are supposed to improve it.  This behaviour is based on the enduring philosophy that extracting more from existing customers is easier (and more profitable) than winning new customers.

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Cathryn Rebak
Behavioural Science Specialist



Caitlin Connors
Research Director