Behavioural Science

Uncover the hidden drivers of human behaviour to better understand and serve your customers and strengthen the success of your asset, with the largest and most-awarded behavioural science team in the healthcare MR space- HRW Shift.

Get in touch

HRW Shift

No matter how compelling your offering or how real the benefits, it’s not enough if you don’t know why patients or physicians behave the way they do.

Understanding the deeper motivations, thought patterns and biases influencing decision-making makes pharma strategy development much clearer.

HRW Shift, our team of behaviour change experts, shine a light on the hidden factors at play through the multidisciplinary and evidence-based lens of behavioural science — which can give you and your team that fresh “spark” in seeing how to tackle problems; promote your product; or understand your stakeholders.

Most importantly, we go beyond simply explaining to provide evidence-based recommendations on strategies and “nudges” to change behaviour in the face of your unique challenges. We take behavioural insights from the theoretical to the tangible: delivering measurable strategic change that shows up on the bottom line.

Union

We help to answer a range of business questions, including:

Market shaping and belief journey work

How to create opportunities for your brand by understanding habits, spheres of influence, and psychologies at play.

Understanding physicians on a deeper level

Including brand differentiation and brand image.

Patient work

Providing patients with the tools to optimize their health behaviours, adhere to their treatment regimen, understand the nuances of their conditions, and navigate the healthcare system.

Campaigns/Communications research

How to communicate in a compelling and resonant way by tailoring the content and visuals to your target audience.

Behaviour change challenges

Which nudges and behavioural change techniques are mostly like to help you achieve the desired HCP or patient behaviour.

Intervention confidence

Your most effective path of action to increase customer satisfaction, improve adherence, or boost revenues.

How are we different? Together, we are:

Healthcare Specific
HRW Shift is fully integrated within the research team at HRW and 100% specialised in healthcare. This means we bring the latest behavioural science thinking but are well-versed in pharma and device regulations and challenges so provide actionable advice.
Thought leaders
We’ve won 12+ international awards, including the EphMRA Excellence in MR Award, Best Use of Innovation (BOBI awards) and Intellus Worldwide Impact Award, and delivered scores of industry abstracts and papers
Change makers
We’ve completed over 300 projects using evidence-based behavioural science frameworks, resulting in dramatic changes for clients in a wide range of treatment landscapes
Multidisciplinary specialists
We combine a range of expertise rarely united under one roof with qualifications in Behavioural Economics, Psycholinguistics, Neurolinguistic Programming, Psychology, Health Psychology, Social Cognition and Neuroscience
Focussed on your business problem
Your challenge is unique to you. By using expert consultancy on a case-by-case basis rather than off-the-shelf methodologies or fixed frameworks we deliver truly personalised recommendations to fit your brand’s context

Where does HRW Shift add value to your project?

1
2
3
4
5

1. Research Design

Identifying possible behavioural elements and consulting on the most applicable methods

2. Kick-off Meeting

  • Introducing behavioural hypotheses and models and how they will be applied
  • Workshopping to cultivate internal hypotheses or reanalysing existing research to identify behavioural themes that can be connected
HRW market researchers doing qualitative research in healthcare.

3. Fieldwork

Attending research to identify on psychological themes and guiding questioning/test hypothesized interventions

Members of the HRW healthcare market research have a meeting.

4. Analysis

  • Participating in analysis meetings to describe and codify behaviour
  • Mapping insights onto validated behaviour change models

5. Debrief

Consulting on validated behaviour change tactics and strategies to ‘nudge’ customers along the ladder of behaviour change

Case-studies

  • HRW Shift uses behavioural modelling to interpret nuances between concept ratings and preferences

    Observation

    When evaluating materials for a direct to patient/ consumer campaign, the most preferred concept had a positive emotional profile (dominated by ‘hope’), however it lacked a link to motivate uptake.

    Described by Behavioural Science

    We identified his ‘hopeful’ tone as a hallmark of the optimism bias meaning this messaging could actually inhibit action.

    The Optimism Bias: the tendency for people to believe that they are at a lesser risk of experiencing a negative outcome compared to others

    Evidenced-based solutions

    Framing considerations – people react more strongly and emotionally to moments of loss rather than gain, if appropriate, messages that generate a sense of urgency yield greatest impact on behaviour.

    Episodic future thinking– making your ‘future self’ tangible helps overcome inclinations to procrastinate taking action

    Result

    Our client went against the concept customers ‘liked’ the most and selected the recommended concepts from behavioural science. The campaign resulted in a 12% increase in people being screened.

  • Linking research observations to behavioural science principles to recommend targeted solutions for behaviour change

    Observation

    A client was developing a new ‘paradigm changing’ oncology diagnostic that physicians described as ‘futuristic’ and seemed to not fully understand.

    Described by Behavioural Science

    HRW Shift identified the hallmarks of the ‘worldview backfire effect’: in that it’s not really an issue of them not understanding the facts, but that the offering is challenging to their worldview and threatens some elements of their model of reality. If this occurs, instead of accepting the new information, there is a high risk that customers dig in their heels and reinforce their existing beliefs.

    Evidenced-based solutions
    1. Emphasize collaboration – approach customers as an opportunity to solve a ‘mystery’ together.
    2. Disentangle behaviour and beliefs – Belief often follows behaviour, so supporting opportunities for trial and positive user experiences this is also an evidence-based approach in this setting
    3. Create self-affirmations – create opportunities for customers to consider how they’ve acted on their values in the past. Affirming fundamental beliefs can make people open to information that challenges these beliefs
    4. Avoid information overload – giving too much information with lots of reasons to change their beliefs can backfire. Our intention should be to create a simple one liner
  • Understanding how HCP emotional state impacts decisions

    Observation

    Our client commissioned HRW to map the COVID-19 stakeholder landscape to explore the needs for their asset in development.

    We conducted online bulletin boards with key HCPs (to give flexibility to contribute to the research on their own schedule) and used behavioural science analysis to understand the cognitive mechanisms driving behaviour.

    Described by Behavioural Science

    Although the focus of the research was very functional, the emotion of the ongoing pandemic was having a heavy toll on HCP perspectives. HRW Shift recognised this emotion as an important factor:

    Brain regions involved with emotion and threat (amygdala) inhibit learning, memory, and complex decision-making ability.

    The environment in which HCPs were forming their behaviours to manage this disease was having an impact on their abilities to perform their jobs.

    Evidenced-based solutions

    The behavioral science lens allowed provide tangible ‘nudges’ and tactics for our client to build their strategy for their asset, including:

    • How to communicate sensitively around a disease linked with traumatic experiences
    • How extended periods of intense emotion can paradoxically cause compassion fatigue and see HCPs caring less
    • How to communicate about an asset in times when the disease is intense and salient, versus how to communicate when the storm has passed

HRW Shift Team

Img

Katy Irving

Global Head of Behavioural Science - London
Katy is the founder of HRW Shift. She has an MSc from the London School of Economics and is an active member of the London Behavioural Economics network. In addition ...
See Profile

Katy Irving

Global Head of Behavioural Science - London
shorthand
Img

Rhiannon Connolly

Director of Behavioural Science - London
Rhiannon has a master’s degree in Social Cognition, undergraduate degree in Psychology and Sociology and expertise in Neuro-Linguistic programming (NLP) and is ideally placed to consult and provide behavioural ...
See Profile

Rhiannon Connolly

Director of Behavioural Science - London
shorthand
Img

Kiran Pawar

Senior Behavioural Research Manager - London
Kiran has an undergraduate degree in psychology and a master’s degree in health psychology, including key constructs of the HCP/Patient relationship. She joined HRW after completing her master’...
See Profile

Kiran Pawar

Senior Behavioural Research Manager - London
shorthand
Img

Jennifer Vos

Senior Behavioural Research Executive - Manhattan
Jen has a strong academic background in linguistics, psycholinguistics, and discourse analysis (psychology of language processing and cognition). She has experience investigating language patterns, styles (tense/style/framing) to extract ...
See Profile

Jennifer Vos

Senior Behavioural Research Executive - Manhattan
shorthand
Img

Jeremy Koloski

Behavioural Scientist - Manhattan
With a BA in computer science and an MSc in behavioural economics, Jeremy straddles the clear-cut, algorithmic sphere of technology and the murky, shifting terrain of behavioural science. Thinking across ...
See Profile

Jeremy Koloski

Behavioural Scientist - Manhattan
shorthand
Img

Oliver Day

Senior Behavioural Science Analyst - London
Oliver holds a Master's Degree in Behaviour Change and an undergraduate degree in Human Geography, both from UCL. He also draws on a diverse career – from facilitating behaviour change workshops ...
See Profile

Oliver Day

Senior Behavioural Science Analyst - London
shorthand
Img

Nina Zeiske

Senior Research Manager - London
With an undergraduate degree in psychology and a master's degree in health psychology, Nina has always shown a very strong interest in understanding the reasons behind certain behaviours and what ...
See Profile

Nina Zeiske

Senior Research Manager - London
shorthand
Img

Dana Al-Juburi

Research Manager - London
Studying an interdisciplinary degree in Human Sciences, which spanned psychology and anthropology, instilled a curiosity in Dana for human behaviour in a healthcare context. Dana extended this interest to her ...
See Profile

Dana Al-Juburi

Research Manager - London
shorthand
Img

Peter Tompkins

Research Manager - London
Peter has always had a keen interest in behaviour and the influence of attitudes and perceptions. He gained his Master's degree in Sport Psychology; spanning his studies from the training ...
See Profile

Peter Tompkins

Research Manager - London
shorthand
Img

Rory Mitchell

Research Executive - London
Rory developed a passion for behavioral science while studying Biological Psychology and Biological Basis of Behaviour during his degree in Biological Sciences at the University of Exeter. After graduating, he ...
See Profile

Rory Mitchell

Research Executive - London
shorthand
Img

Millie Morgan

Senior Research Executive - London
Millie has a bachelor's degree in Linguistics from the University of Cambridge and a master's degree in Psychological Sciences from University College London. She has experience in applied discourse analysis ...
See Profile

Millie Morgan

Senior Research Executive - London
shorthand
Img

Tony Jiang

Senior Behavioural Science Analyst - Manhattan
Tony has a Master’s degree in Behavioral Economics from the University of Nottingham and a bachelor’s in Economics. He is fascinated about understanding the how and why behind ...
See Profile

Tony Jiang

Senior Behavioural Science Analyst - Manhattan
shorthand
Img

Kate Thornton

Behavioural Science Analyst - Manhattan
Kate has always been interested in the intricacies of human behaviour, particularly the interplay between biological, social and cognitive factors. She pursued this interest through an undergraduate degree in Psychology ...
See Profile

Kate Thornton

Behavioural Science Analyst - Manhattan
shorthand
Img

Samyukta Kumar

Behavioural Science Analyst - London
Samyukta holds master's degrees in Clinical Psychology and Behavioural Science, reflecting her profound interest in the intersection of human behaviour and healthcare decisions. Her research background includes in-depth studies on ...
See Profile

Samyukta Kumar

Behavioural Science Analyst - London
shorthand

Awards, Papers, and Praise

EphMRA 2023 Future Leader MR Excellence Award
Winner 2022 Best Customer Insight
Highly Commended 2022 Best Use of Innovation
HRW Poster Session: Reducing Stigma. Behavioural Science and Public Health Network 2022
Finalist for QUIRK’s Marketing Research and Insights Excellence Awards 2021: Healthcare/Pharmaceutical Research Project
Highly Commended 2021 Best Use of Innovation
Highly Commended 2021 Best Patient-Centric Approach
Winner 2021 Best Newcomer Award
EphMRA MR Excellence Award for Innovative Approach 2021
Winner 2020 Best Use of Innovation
Market Research Society Awards 2020: Healthcare Research (Finalist)
Winner QUIRK’s Marketing Research and Insights Excellence Awards 2020: Healthcare/Pharmaceutical Research Project
HRW Poster: behavioural science to improve HCP engagement with sponsored webinars during the pandemic 2021
HRW presentation in symposium: Virtual Reality and Chatbots. UCL Centre for Behaviour Change Conference 2020
HRW Poster: Passive mobile tracking use of apps for health behaviour change. UCL Centre for Behaviour Change Conference 2020
Highly Commended 2020 Best Patient-Centric Approach
Highly Commended 2020 Best Use of Innovation
Prize Winning Abstract: Vaccines. Behavioural Science and Public Health Network 2020
Runner Up MR Excellence 2019 Future Leaders Award
Winner 2019 Intellus Worldwide Impact Award
Highly Commended 2019 Best Business Impact
EphMRA 2018 Jack Hayhurst (JH) Award for Best Paper at Conference
Winner 2017 Most Innovative Approach
European Pharmaceutical Market Research Association MR Excellence Award 2018
Finalist 2017-2018 Data Collection and fieldwork
Finalist 2017 Agency of the year
European Pharmaceutical Market Research Association MR Excellence Award 2017
HRW presentation of key paper April 2017
HRW presentation of key paper May 2017
HRW presentation of key paper October 2017
HRW presentation of key paper – Viz Fest 2017
Finalist 2015-2016 Best Business Impact
Winner 2015-2016 Agency of the year
Best Paper 2015
Finalist 2018 Agency of the year
Winner Best Customer Insight
Winner Best Customer Insight 2012
Winner Best newcomer 2012
Quote Quote

What do your clients have to say?

“Converted the sceptics. The behavioural science gave a completely fresh view of the market. We loved it!”

Global Insights Director     

“This is the most exciting research I’ve been on in my whole career.”

Senior Business Insights Lead    

“I religiously go back to the report. We’ve used [the behavioural science] language specifically to talk about why we need to change things, and it has given me confidence about our next steps.”

Director, Global Sales Excellence     

“This is very high quality [behavioural science advice] and has enormous actionability. Genuinely might be one of the most actionable pieces I’ve seen.”

Market Research Manager   

“Behavioural insights bring an additional dimension and scientific weight to findings… nobody can argue against the behavioural insights”

Global Strategic Insights Manager   

“[the behavioural science] is really of out of the box thinking: fresh and new ideas, some quick wins and some for longer term. It’s valuable and useful.”

Global Brand Lead

“These are the most tangible recommendation I’ve ever seen from a market research partner.”

Global Insights of Flagship Brand

Contact Us




    checkedI would like to receive news and information from HRW
    checkedI agree to the HRW privacy policy

    Cookies

    We use cookies to give you the best possible experience. We can also use it to analyze the behavior of users in order to continuously improve the website for you. Data Policy

    analytical Essential