New Agency to Focus on Behavioural Economics

In the UK, three former leaders of The Futures Company (TFC) - Crawford Hollingworth, Sian Davies and Sarah Davies - have launched a global insight and research consultancy called The Behavioural Architects. The trio are also planning to open a second office in China later this year.

The partners left WPP-owned global trend research consultancy TFC last summer, to begin setting up the new agency, which focuses on the use of behavioural economics (BE) to deepen consumer understanding and help companies influence consumer behaviour.

Global networks of 'expert eyes' have already been recruited, and a cross-country database of consumer behavioural insights is in place, tapping into intelligence from behavioural sciences experts around the world.

By the end of 2012, the agency plans to have offices on four continents - starting with the launch of an office in China later this year.

'The insights coming from the behavioural sciences, and in particular BE, mean we can enter a new era of enlightenment much needed in our industry,' states Hollingworth. 'BE allows us to use science to add a new level of integrity, robustness and analytic rigour to our discipline. It can deliver those 'ah ha' moments we have all been waiting for.'

Web site: www.thebearchitects.com .