For the people accountable for how spaces perform
You want your spaces to do more than look good. You want them to move people.
More bookings. Longer dwell. Bigger baskets. Calls that end the way you hoped. The screens, sound and phone journeys you already own can drive all of it — once they're engineered for the mind that actually decides.
In 30 seconds, book 30 minutes that could be worth 30× your time. Free, no obligation.
There's no neutral touchpoint. Every screen, every sound, every hold message is already shaping how your customers behave — most of them by accident.
The problem
Somebody is designing your customers' behaviour. It just isn't you.
A hotel group we know spent two million on a renovation. Italian stone. Custom lighting. A lobby that photographs like a film set. And on the wall by reception, a beautiful screen — playing a slideshow somebody's nephew loaded from a USB stick three summers ago.
Down the hall, the on-hold message still says "your call is important to us" in a voice recorded before the renovation was even budgeted. A third of callers hang up before anyone answers. Nobody knows, because nobody's measuring. The music in the restaurant is whatever the breakfast shift likes. The spa screen shows stock photography of a spa — while the actual spa sits at forty percent occupancy, eighty steps away.
Nobody decided any of this. That's the problem. Every one of those touchpoints is influencing real customers, with real money, right now — by accident. Decoration is masquerading as strategy, and it's quietly working against the people who paid for it.
Touchpoints that don't pull their weight
Customers drift past screens, hesitate at choices, hang up on hold, leave without buying, don't rebook. The AV you paid for is treated as décor — a cost you hope is working, not a system you can prove.
"I'm leaving revenue on the table — and I can't see it"
You invested in a beautiful space and good equipment, and you still can't tell whether any of it is moving the numbers you're judged on. Something invisible is costing you, and you can't point at it.
The 90% is being left to chance
About 90% of every buying decision is made by the fast, unconscious mind — yet almost all communication targets the conscious 10%. Leaving the 90% to accident isn't neutral. It's paying for touchpoints that work against you.
The question isn't whether your environment influences people. It's whether you're the one deciding how.
Meet your guide
It's not your fault. Nobody designed those touchpoints for the part of the brain that decides.
You're judged on outcomes, not spec sheets — and the gap between what you invested and what you can prove is real. We exist to close it. Choice Catalyst pairs Nobel-winning behavioural science with hands-on AV and telephony engineering, so the touchpoints you already own start earning their keep.
The brain decides first; the conscious mind explains later. Design for the narrow channel and you miss the decision entirely. We design for the wide one.
Proof, not adjectives
Documented results from live CUBE Group deployments.
Behavioural AV cut missed appointments and staff interruptions, and lifted patient satisfaction.
NHS deployment, UKFraming live availability on lobby and spa screens lifted food & beverage revenue 18% — worth €1.04M a year.
5-star group · 23 properties · APACSix audio zones and sixteen shelf-edge screens, each tuned to the behaviour of its area of the store.
Specialty grocery · 9 stores · CanadaOne platform across 14 floors cut AV support time 87% and lifted measured focus scores 27% for 6,000 staff.
Corporate real estateThe part that's hard to copy: behavioural science and AV/telephony execution under one roof — backed by CUBE Group and a trusted integrator network.
The plan
Three steps. No leap of faith.
Book a free 30-minute call
We walk your customer journey with you and pinpoint where the behaviour you want is being lost — in the lobby, in the aisle, on hold. You'll leave knowing exactly where the leak is, whether you hire us or not.
We design for the 90%
A Behaviour Workshop or touchpoint audit turns those gaps into a plan for what your customers should see and hear at each moment — screens, sound, wayfinding, phone flow.
We implement and measure
Delivered across every touchpoint with our integrator network, then measured against the behaviour that matters: conversion, dwell, call outcomes, basket size, repeat visits.
Honest influence only
We make influence deliberate, honest, and aligned with what your customers actually want — easier wayfinding, calmer waits, clearer choices. No deception, no pressure.
Your outcomes, not vanity metrics
We baseline before we change anything, and we measure against the numbers you're judged on — not impressions, plays, or anything else that flatters a report.
We work with the AV you own
This is engineering the touchpoints you already have, not a rip-and-replace. Where new hardware genuinely helps, our integrator partners handle it end-to-end.
You're already paying for every screen, speaker and hold message in your building. The only question is whether they're paying you back.
What doing nothing costs
Where this ends
Walk your space knowing it's working — and prove it.
Spaces and phone journeys where the action you want feels like the easy, natural choice. Touchpoints that earn their keep, with measurable lifts in the numbers you answer for. AV stops being a line item you hope is working and becomes a revenue system you can show the board.
"For the first time I could point at a screen in my own store and say what it was for — and what it made us last month."
"I bought nice AV and hope it helps."
"I engineer my environment — and I can show you the numbers."
Three rooms, one science
The same 90%, in three different rooms.
Three short stories about moments you'll recognise — drawn from real CUBE Group deployments, told through composite characters so you can see yourself in them.
Not ready to book? Start here
Score your touchpoints in two minutes.
Seven statements. For each one, answer the way it actually is — not the way the brochure says. You'll see where your 90% is leaking before you ever talk to us.
- Screens
I can say what each screen in my space is for — and what it earned last month.
- Hold line
I know what percentage of callers hang up before they reach a person.
- Hold message
Our hold message answers the number-one reason people actually call.
- Music
The music playing right now was chosen deliberately for this area and time of day.
- Ownership
Someone accountable for revenue decided this quarter what our screens show.
- Wayfinding
A first-time visitor can reach the right place without asking staff.
- Measurement
At least one touchpoint is measured against conversion, dwell or call outcomes.
Want the per-touchpoint breakdown — what to fix first, and what each leak typically costs? We'll send it over, free.
Or skip straight to it: book the 30-minute call →
A different hero, a different page
Design or install AV for a living?
Then this page wasn't written for you — yours is. It's about winning bigger, stickier deals by selling outcomes instead of boxes, with us behind you on the behavioural side.
Part of CUBE Group
One group. Every touchpoint engineered — never by accident.
Questions, answered straight
What people ask before they book.
What does Choice Catalyst do?
We're a behavioural-science consultancy, part of CUBE Group, that designs audio-visual and telephony customer touchpoints — screens, digital signage, sound and phone journeys — to drive real customer behaviour. Most communication targets the conscious 10% of the mind; we engineer for the unconscious 90% that actually decides.
Is this manipulation?
No — and the distinction matters to us. Every environment already influences the 90%: lighting, sound, screens and queues nudge behaviour whether anyone designed them or not. We make that influence deliberate, honest and aligned with what customers actually want — easier wayfinding, calmer waits, clearer choices. We don't deceive, pressure or exploit; we remove the accidental friction between people and the action they already came to take.
Do we need new AV equipment?
Usually not. Most organisations already own the touchpoints — screens, speakers, phone systems. We change what they do, not what you own. Where new hardware genuinely helps, our integrator partners handle it end-to-end.
How does an engagement start?
With a free 30-minute call — booked in about 30 seconds, no obligation. We walk your customer journey, pinpoint where the behaviour you want is being lost, and tell you honestly whether we can help. Most clients then start with a Behaviour Workshop or a touchpoint audit.
How do you measure results?
Against the behaviour you care about: conversion, dwell time, call outcomes, basket size, repeat visits. We baseline before changing anything, then test, measure and refine — so you can prove what the 90% was worth.
Whose science is this?
The evidence base behind choice architecture: Daniel Kahneman's Nobel-recognised work on fast, intuitive judgement (2002) and Richard Thaler's on nudge theory (2017), among others. We don't invent the science — we engineer it into the touchpoints you already own.
The next step
See how much revenue you're leaving on the table.
In 30 seconds, book 30 minutes that could be worth 30× your time. You'll leave with three things: the moments where your journey loses customers, the touchpoint we'd fix first, and an honest answer on whether we can help. Free, no obligation.