Consumer Behavior and Marketing Science


Catalyst works with category-leading companies to help better integrate behavioral science into their quantitative consumer research, communications, and product innovation. 

Key clients include Microsoft, Intel, P&G, Kenvue (formerly Johnson and Johnson), and Bayer, among others. 

Our work focuses on deploying academically validated (i.e., peer-reviewed) methods from cognitive and behavioral science to better understand, predict, and influence consumer choice.

 We have particular expertise in habit formation and other “System 1” (i.e., less rational, reflective) drivers of consumer behavior. Catalyst’s Founder, Dr. David Neal, has published extensively on this topic and academic insights form the bedrock of our work. 

Some examples of our work: 

  • 17-country behavioral market segmentation (Fortune 500 technology company) addressing both the rational and irrational drivers of consumer behavior
  • Quantitative studies of brand defection (top 3 global FMCG company)
  • Developing scientific frameworks to make new products more “behaviorally sticky” (top 3 global technology company)
  • Leading product and marketing ideation workshops based on behavioral science (multiple top 10 global FMCG companies)

For more information on the scientific basis of this work, see the following key publications from Catalyst founder, Dr. David Neal.

  • Wood, W., & Neal, D. T. (2009). The habitual consumer. Journal of Consumer Psychology, 19, 579-592. 
  • Townsend, C., Neal, D. T., & Morgan, C. (2019). The impact of the mere presence of social media share icons on product interest and valuation. Journal of Business Research, 100, 245-254.
  • Ascarza, E., Neslin, S. A., Netzer, O., Anderson, Z., Fader, P. S., Gupta, S., et al., (2018). In pursuit of enhanced customer retention management: Review, key issues, and future directions. Customer Needs and Solutions, 5(1-2), 65-81.
  • Labrecque, J. S., Wood, W., Neal, D. T., & Harrington, N. (2016). Habit slips: When consumers unintentionally resist new products.  Journal of the Academy of Marketing Science, 1-15.





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