We are not as rational as we think we are. We don’t just ask people what they think, we measure gut feelings and intuitive perceptions
Brighton, UK.
Joined March 2011
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Check out my latest article: Why easier often wins linkedin.com/pulse/why-easie… via @LinkedIn
Wellness is one of the most talked-about ideas today. Yet it is also one of the hardest to define.
Our latest piece explores how wellbeing is expanding beyond traditional definitions and why it matters for brands.
themindlab.co.uk/blog/the-ne…
Do you want to know what really drives purchase decisions beyond price, promotions, or conscious reasoning?
In this article, I unpack the implicit forces that separate the brands that win from those that blend in.
themindlab.co.uk/blog/inside…
Real people don’t move neatly from awareness to purchase. They loop, pause, switch channels and decide emotionally long before they rationalise.
Linear models fall apart here's what a more realistic, behavioural view of the shopper journey looks like.
themindlab.co.uk/blog/the-sh…
Feeling extra merry this week? Or oddly overwhelmed? Or somehow both at once?
As Christmas approaches, our brains are being quietly nudged by lights, music, smells and memories - far more than we realise.
themindlab.co.uk/blog/the-ps…
Black Friday Biases to Watch
• Scarcity: “Only 2 left in Eastbourne!”
• Countdowns: Fake timer, real panic.
• Anchoring: “WAS £499.99 NOW £239.99!” (normal price).
• Social Proof: WhatsApp group loves B&M → so do you.
• FOMO: “I got 40% off mine.”
So, it's not your fault!
What FMCG Can Learn from Luxury And Why It Matters Now
Luxury brands don’t just sell products; they sell meaning, scarcity, and identity.
themindlab.co.uk/blog/articl…
How Occasions Make Spending Feel Worth It
Even when times are tough, people still justify premium purchases when the occasion feels meaningful.
Read how brands can use rituals and context to elevate products and unlock willingness to pay more.
themindlab.co.uk/blog/articl…
Why That £18 Bottle Feels Better – Even When It’s Not
Why do we still reach for the pricier option, even when we know cheaper ones can do the job? In this article, we unpack the psychological weight of price and what it really signals to the brain.
themindlab.co.uk/blog/does-p…
Is the luxury space just saturated with sameness?
The visual language of “premium” has become so widespread that many brands now look indistinguishable, polished, but forgettable.
Brands need to build emotional, distinctive identities that cut through.
themindlab.co.uk/blog/brandi…
The concept of “premium” is shifting beyond mere product excellence to embrace emotional storytelling, exclusivity, and a sense of identity.
Consumers increasingly value experiences, status, and narrative-driven branding as essential components of luxury.
themindlab.co.uk/blog/the-ps…
What is the psychology behind premium?
Read about the hidden drivers behind perceived value as well as uncovering what brands almost miss and revealing the role implicit insights plays within this.
themindlab.co.uk/blog/articl…
What makes a product feel worth the higher price?
Explore why consumers are still willing to pay more even when cheaper alternatives exist. From emotional resonance to sensory appeal and identity alignment, cues that signal “premium” go far beyond cost.
themindlab.co.uk/blog/the-ps…
