Insight & research

According to Rory Sutherland in his book Alchemy, David Ogilvy apparently once said, “the trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say”. This highlights a key difference between "insight" and "research": insight is where we delve into what is really influencing behaviour whereas research is more about examining attitudes and behaviour as understood by respondents. 
Gaining true insight requires understanding the spoken and unspoken factors along with all the external influences on behaviour. To achieve this requires three types of data: attitudinal to capture what people believe to be important; qualitative to reveal the hidden, subconscious influences; contextual to identify the external determinants of behaviour.
Beyond Logic Consulting is skilled at bringing these types of data to understand the current situation and what is required to change it. Typically, this involves utilising desk research in the form of a literature reviews and analysis of third-party data, quantitative research and qualitative research. Existing data is always reviewed first so that the emphasis is building on what’s there rather than starting from scratch.​
CASE STUDY: Fare Britannia, Greenpeace, 2024
Greenpeace wanted to explore options for a new rail fare which would radically simplify the passenger experience and attract car users onto rail services. They were particularly interested in exploring the potential for a “Climate Card” along the lines of that available in Austria and Germany. Greenguage21 along with Albion Economics and Beyond Logic Consulting were commissioned to evaluate the options and assess the impact of the preferred option.  The focus of this study was using existing data including that provided by Transport Focus on rail passenger attitudes to rail fares.
Behavioural Science was important for taking into account the behavioural response to different ways of paying for rail travel, and was instrumental in recommending a subscription model over the more traditional ticket or card format.