Behavioural science in marketing: the human side of effective campaigns
What is behavioural science (the marketing perspective)
Marketing that thinks like people do
Leopard Co uses behavioural science to design marketing campaigns that drive real-world action. By combining psychology, data, and creativity, our BxROAR framework turns insight into measurable business results.
Most marketing assumes customers and users all a bit like Spock — rational, logical, and always ready to make perfectly reasoned decisions. But real life decisions look a lot more like Homer Simpson. We’re emotional, impulsive, distracted, and influenced by what’s around us far more than we realise.
"Thinking is to humans as swimming is to cats.” Said by Daniel Kahneman, psychologist, Nobel Prize winner, and author of Thinking, Fast and Slow.
He wasn’t trying to insult us, he was just pointing out a truth about the human brain. We don’t like thinking too hard, it’s effortful, so we take shortcuts.
That’s where Behavioural Science comes in. It helps marketers understand how people really think and act - not how we say we do. Instead of relying on assumptions or vanity metrics, we use behavioural insights to create marketing and digital experiences that tap into instinctive, emotional decision-making.
At Leopard Co, we use behavioural science strategically across every campaign and platform - from brand storytelling and website UX, to conversion rate optimisation (CRO) and paid media performance. Our BxROAR framework fuses this science with creativity and commercial thinking, ensuring every idea is grounded in how people behave in the real world.
Download Leopard Co's Behavioural Marketing Map
System 1 vs System 2: Emotional versus rational decision making
We have two ways our brain makes decisions. Let’s call them System 1 and System 2.
System 1 is pure Homer: emotional, effortless, reward-driven and fast.
System 2 is more Spock: rational, data-driven, hard work and slow.
And here’s the thing: around 95% of all decisions are made using our System 1 brain. That’s why the most effective marketing speaks to instinct and emotion first - logic can come later.
The principles behind behaviour change — and marketing that moves people
Behavioural Science draws on consumer psychology, ecomonics, sociology and even UX. It gives marketing a framework for understanding how and why people take action. It’s not about manipulation - it’s about making good decisions easier.
We apply tested principles from behaviour change models like EAST (Easy, Attractive, Social, Timely) and COM-B (Capability, Opportunity, Motivation = Behaviour) to influence real-world action - from clicks and conversions to brand loyalty and lifestyle change.
From behavioural insight to creative impact
To respond to client briefs, we apply our BxROAR approach - a framework that blends Behavioural Science with marketing effectiveness to turn insight into impact.
It begins by identifying the behavioural insights most likely to influence real decisions - understanding what drives audiences, what holds them back, and how competitors are framing the category. By applying these insights, we build a unique toolkit that helps generate ideas aligned with human instinct, not just logic.
Through this process, we uncover the opportunity, design how creative ideas and user journeys will be activated, and drive the results – clicks, conversations, brand uplift or mental availability - all underpinned by evidence, empathy and effectiveness.
Looking for some Behavioural Science insights?
Check out some of our blogs below
CEPs vs CUOs: the behavioural marketing tools your brand should be using
CEPs and CUOs might sound like marketing jargon, but together, they’re game-changers. This blog breaks down the power of Category Entry Points and Category Use Occasions.
Abundance: the modern marketer’s dilemma
In today’s world of abundance, consumers face overwhelming choices, decision fatigue, and cognitive overload. Our blog explores how brands can stand out and create lasting emotional connections.
How B2B buyers think like consumers: the role of behavioural biases in decision-making
Discover how behavioural science can reshape your B2B marketing strategy for better engagement and conversions.
Behavioural science FAQs
What is behavioural science in marketing?
Behavioural science in marketing studies how people really make decisions - using psychology, neuroscience and behavioural economics to understand what drives attention, emotion and action. Instead of relying on assumptions, it helps brands design campaigns, websites and experiences that align with human instinct, leading to more effective, measurable results.
How can behavioural insights improve conversion rates?
Behavioural insights reveal the cognitive shortcuts and emotional triggers that shape decisions online. By applying principles like EAST (Easy, Attractive, Social, Timely) and COM-B (Capability, Opportunity, Motivation = Behaviour), marketers can reduce friction, increase trust and guide users to act — improving conversion rates across websites, ads and digital journeys.
What is the BxROAR framework?
BxROAR is Leopard Co’s proprietary approach that fuses behavioural science with marketing effectiveness. It stands for Research, Opportunity, Activation and Results, amplified by behavioural insights (“Bx”). The framework identifies what drives audience behaviour, turns those insights into creative ideas, and measures real business impact - ensuring every campaign is evidence-based and results-focused.
How does behavioural science apply to branding and advertising?
Behavioural science helps brands connect emotionally and memorably by understanding how people think, feel and respond. It informs everything from brand storytelling and design to message framing and media timing — ensuring advertising is instinctive, distinctive and easy to act on. In short, it turns behavioural insight into creative effectiveness.
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