The customer loyalty journey: from segments to experiences
One loyalty project, four methods: behavioural segments, elasticity per segment, a loyalty loop and an experiences questionnaire, planned month by month.
Consumer Psychology
How buying decisions are really made and how to influence them
Loyalty with structural equation modelling
How structural equation modelling shows which guest experiences actually drive loyalty, with a hotel path model, total effects and an investment decision.
Loyalty: the three Rs, the spectrum, and designing earn and burn
How to tell whether a loyalty programme changes behaviour or just pays for it: the three Rs, earn and burn design, breakage and the real liability.
Segmentation: strategy before algorithms
What a segment really is, the five tests it must pass, a priori versus post hoc splits, and why one churn model per segment beats one model for everyone.
Onboarding and habit formation: the science of making products stick
How to find the early action that predicts retention, clear the path to it, and build habits that last: cohort analysis, the Hook model, what the 66 days really mean, habit stacking, checklists, head starts, the goal gradient and the Irish rules on onboarding emails.
Conversion and UX psychology: the science of why users click or bounce
Hick, Fitts, Miller, the peak end rule, the serial position effect, cognitive load, friction and framing: what each piece of research actually found, what it does not prove, and how to use it to review a page, with worked examples.
Behavioural economics frameworks: the science of how customers actually decide
The two systems of thinking, the biases behind a purchase, defaults, friction, hyperbolic discounting, mental accounting, choice overload and status quo bias: what the original studies found, how well they have held up, where Irish law draws the line, and how to measure each one.
Referral and viral mechanics: engineering exponential growth
The maths and psychology of referral programmes: the viral coefficient, what a value below one is still worth, why cycle time is about timing until you pass one, and the Irish rules every refer a friend scheme has to follow.
Social proof and trust: the psychology of why we follow the crowd
Why people copy other people when they are unsure, the six kinds of social proof, what the research says about reviews, and the Irish law on fake reviews, with worked examples and code to test it on your own pages.
Less famous conversion psychology: what the evidence supports, and what Irish law rules out
Goal gradients, fresh starts, implementation intentions, defaults, status tiers, social comparison and risk reversal: the original studies, how well each has held up, worked examples, and the tactics Irish law now bans.
Scarcity, urgency and loss aversion: the psychology of now or never
Scarcity, urgency, the fear of missing out, the endowment effect and the IKEA effect: what the research found, when each one helps, when it destroys trust, which tactics Irish law now prohibits, and how to measure them past the click.
Pricing psychology: what the research shows, and where Irish law draws the line
Anchoring, decoys, charm prices, tiers, reference prices, partitioned prices and loss aversion: what each original study found, how well it has held up, how to test it on your own shop, and which tactics Irish and EU law now ban.
Consumer behaviour is the basis of marketing strategy, not the afterthought
Why strategy has to start from how people actually decide, why what customers say and what they do disagree, and how to turn a founder's belief into a question your data can answer.