Engineering for Customer Behaviour

Your audio, visual and telephony touchpoints
are talking to the
wrong 10%
of the brain.

Without Choice Catalyst, you're speaking to only 10% of your prospect's brain — and it's the noisy, slow part. The part least likely to lead to behaviour change.

Learn How to Improve Explore the Science
Iceberg showing the small exposed tip above the waterline and the vast mass below
Threshold of Logic
10% Conscious — the thinking mind
90% Unconscious — the deciding mind

The Iceberg Model

Your Customer's Brain

The mind is like an iceberg. You see the tip, but most of it stays hidden. The small part above water is the thinking part — slow, careful, and easily overloaded. It can only juggle a few thoughts at once.

Beneath the surface lies the real power. This deep, unseen part uses about 90% of the brain's energy. It takes in the world at lightning speed — as if your mind were streaming a hundred high-def movies every second.

If your job is to spark action, you can't afford to talk only to the tip of the iceberg.

Without Choice Catalyst, you're speaking to the 10% that thinks — not the 90% that decides.

10% energy use Press Office 90% energy use Oval Office THRESHOLD OF LOGIC
"
The conscious rational brain isn't the Oval Office. It's actually the press office issuing explanations for actions we've already taken.

Rory Sutherland  ·  Vice Chairman, Ogilvy UK

What We Do

We help you engineer for the whole iceberg.

At Choice Catalyst, we work with the science of how people really behave. We don't just study choices — we help you shape them. Our work spans discovery, research, and execution.

01

Behaviour Workshops

Hands-on workshops that help your team uncover what drives your customers, identify which actions matter most, and engineer ways to make those actions happen.

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02

Behaviour Research

Before you roll out a plan, we can test it. Our research tools model how people are likely to react — so you can see what works ahead of time.

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03

Implementation

With our partner network, we bring insights to life across every customer touchpoint — including your AV systems, and phone experience.

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Ready to begin?

Stop selling to 10%.
Start engineering for 90%.

See how much brain you're leaving on the table — book a 30-minute call.

Book a 30-Minute Call

In just 30 seconds, book a 30-minute call that could be worth 30× your time. Complimentary, with no obligation or pressure.

Because of this we can do everything faster. We serve more customers faster, convert better, market better. Everything is improved. We've had the best sales ever in the history of our store.

Jonathan Cotten  ·  Store Owner, Good Feet