A Year of Bold Decisions!

2024 has been a year of bold decisions at Behaviorally: harvesting, making, and supporting them!

In the HARVESTING column: in January, resulting from a decision made to build in 2023, we launched our GLADYS platform. Throughout 2024 GLADYS has proven herself capable of exponentially improving the speed and efficiency of behavioral qualitative work. We’ve also realized in 2024 other benefits of decisions made in earlier years. For example, we now have extensive at shelf behavioral data available whose utility allows us to consistently refine and improve our PackPower Score™ and pinpoint the potential effectiveness of any packaging design change. Who says research can’t be cheaper, faster, AND better!

The decision-MAKING bucket: we made the deliberate choice in 2024 to invest heavily in expanding our data resources to include monitoring the full shelf in key geographies and categories. This has already allowed us to unPACK on an ad hoc basis the effectiveness of package design across entire categories. Watch this space in 2025 as a new systematic category level data service is introduced. Similarly, we took the decision in 2024 to invest heavily in making Behaviorally’s AI products widely available to all who want to leverage them: our self-serve platform is now rolling out so drop your local Behaviorally team a line to find out more.

And finally SUPPORTING decisions, which is at heart of what our business does. This includes both supporting the many wonderful Behaviorally team members who we trust to make the right decision each and every day on behalf of our clients and business. But also, it is our core mission to provide the data intelligence that guides and supports the large and important packaging design decisions our clients are challenged to make across their portfolio of brands and on a reliable and regular cycle. Over the past 12 months, it’s been a privilege to continue, as the domain leader, working with so many leading brands to provide the data intelligence that supports many of the most impactful and consequential pack design decisions of the year.

And the most important decision we’ve made in 2024? Perhaps the conscious decision to make decisions: to innovate, invest, and empower clients with decision precision when selecting pack design. It’s always an easier, yet ultimately far less successful, path to question the validity of the new in favor of the status quo, manage for today versus invest in tomorrow, or defer when challenged by clients to support them in creating commercial value. I’m grateful every day that at Behaviorally, we’ve built the talent and culture, the products and platform, as well as supportive and inspiring client roster that enables us to make the decisions that deliver results.

Thanks so much to all the staff, partners, and clients we’ve worked with in 2024. Expect to see more bold decision-making from the Behaviorally team in 2025.

THE AUTHOR

Based in New York, Alex Hunt is the CEO of Behaviorally. He is a recognized pioneer in the practical application of behavioral science to shopper marketing to help clients realize the most valuable moment in marketing: when a sales transaction occurs. Alex is acknowledged as an industry thought leader and a regular contributor to industry events as an advocate for the power of consumer insights to fuel commercial growth.

Follow Alex on X @AlexHunt84 or connect with him on LinkedIn.