Behavioural Science Consultancy

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  Capuchin Behavioural Science

  London, United Kingdom

  Capuchin Behavioural Science is a London-based consultancy that fuses psychology with data analytics to help organisations understand, predict and change audience behaviour. The firm’s name is a nod to the capuchin monkey—a species that has independently evolved complex social traditions, tool use and decision-making biases similar to humans, making it a fitting symbol for a business that studies the irrational shortcuts in human cognition. Capuchin’s core argument is that as little as 0.0004% of human thoughts reach conscious awareness, so brands that understand the subconscious triggers—heuristics, personality traits, social norms—can achieve disproportionate commercial results. The company offers services ranging from psychological profiling of target audiences and behavioural nudge design to creative optimisation and customer journey analysis. It works with clients across financial services, challenger brands and multi-channel marketers, claiming to have delivered a 39% lower cost per acquisition for one financial brand, a +7 percentage point improvement in downloads for an international client, and 4,000 new customers in a week for a challenger brand. With a team of just 2–10 employees, Capuchin positions itself as a lean, specialist partner that provides a combination of academic rigour (via Chief Scientific Officer Patrick Fagan, a lecturer in behavioural science) and commercial pragmatism (via Chief Commercial Officer James Cragg and Chief Strategic Officer and co-founder Dan Thwaites). The company’s website (capuchin.cc) includes a blog of free psychological insights and webinars, and its LinkedIn profile lists specialties in behavioural science, psychology, data analytics, market sizing, segmentation, proposition development, creative optimisation, conversion, acquisition, branding and mental availability.