Within Public Relations and Marketing we often use what are considered to be best practices for our strategies. It’s natural. If a methodology, including survey and analysis, has worked in a similar situation previously, that’s the one to use. The challenge with surveys or polls is they’re often unreliable. They’re unreliable because we, humans, often don’t answer in a way that matches our true intentions – because our answers are clouded with aspirational intent, or even more simply, we don’t know our true intentions which are probably based more in habit than we’d like to acknowledge.Enter Behavioural Science, which is an umbrella term capturing economics, anthropology, cognitive neuroscience, sociology, psychology, and political science. It’s the study of when and why individuals engage in specific behaviours by experimentally examining the impact of factors such as conscious thoughts, motivation, social influences, contextual effects and habits. Taking a BS approach to challenges can really begin to move the dial.There are hundreds of firms exploring in this field now, working for clients trying to convince people to buy the right soap, vote for the preferred candidate, or choose the right behaviour. It’s a shift away from just best practices and intuition – to seek an understanding of human behaviour as best we can. One is standing out from the field and the industry has noticed. Lynn, in Wales. It’s won dozens of awards including “Fastest Growing Communications Business in the World.”In this episode we meet the founder, Shayoni Lynn.Guest: Shayoni Lynn, LynnLynn website https://lynn.global/ Email contact@lynn.global TwitterInstagramLinkedInStories and Strategies WebsiteDo you want to podcast? Book a meeting with Doug Downs to talk about it.Email Doug directly doug@storiesandstrategies.ca Follow us on:LinkedInTwitterInstagramFacebook