Reports · Volume 1
Five evidence-led explorations of how people choose, buy, trust, adapt and persist.
Evidence, ideas and implications for understanding human behaviour — free to download, and part of the Human Signals Founding Series.
01The Choice TrapWhy more options, more information and more persuasion do not always produce better decisionsDownload Free5 min read02The Indian BuyerTrust, value, aspiration and hesitation in a market that is changing faster than its stereotypesDownload Free5 min read03When Humans Trust MachinesConfidence, dependence and judgement in the age of AI adviceDownload Free5 min read04After the Role ChangesIdentity, purpose and reinvention in the second half of lifeDownload Free5 min read05The Founder Mind Under PressureHow identity, optimism, uncertainty and attachment influence entrepreneurial decisionsDownload Free5 min read