Our applied psychology research uses the most advanced research methodologies, coupled with a fundamentally more accurate model of decision making, to provide deeper insight and more valid forecasts of consumer behavior. Humans behave contrary to rational economic theory, using heuristics and emotion as guides to navigate the steady stream of choice options flowing non-consciously through our minds. This poses a problem for those looking for deep insights and accurate forecasts of behavior. We research how people make decisions and apply behavioral science to marketing, communication, and employee engagement.