It never ceases to amaze us how many factors that influence decisions. Whether it be decisions by individuals to choose one product over another or the decisions of governments that influence an entire nation.

The rational factors can be measured, organized and ranked, the irrational factors must be understood, felt or experienced.

We map the factors in the decisions, their relative importance and how they are perceived by the decision makers – whether it be an individual, a nation or somewhere in between.

We provide advice on how to influence decision makers.