Behavioural Science: How People Make Decisions

LATENTA RESEARCH

Since our inception, we have used the latest and the most established research, analysis and data methodologies to find answers to organisations biggest barriers and greatest opportunities. We have now developed a framework to share these and help others learn through research.

RESEARCH METHODS

Introduction & Overview

Since I can remember I have been fascinated by understanding how to connect with my fellow humans, and how I could engage them the most. I vividly remember being very mad at my parents for not letting me eat some comfort food one evening. I don't even remember the food itself, I was 8, but I still remember that I was frustrated for not being able to make them agree with me. I grew up a very weird teenager, both madly passionate about science while also completely pulled into the performing arts. Music and dance in particular. That mix led me to my first job as a web designer in a media agency, where my career in marketing and digital started.

It turned into a lifelong journey through marketing, digital, communication, psychology, neuroscience, behavioural sciences, the performing arts, media production, film school, drama school, and much more. Every aspect of "reality" I touched was a different way for me to explore how to effectively focus my message and make sure "they get it". Whether that was a dance number on a stage or a mass omnichannel campaign, the point is always the same.

One day we sat down here at Latenta and discussed how to start educating the public around market research. I thought "oh well, there's so much out there already". What I didn't expect was that our Founder (Mike Popesku, PhD, a true genius in our field, a leader I would follow anywhere) had worked on mapping the whole shebang. He broke down the entire field of behavioural sciences applied to market research in great detail. Line by line, he gave us the blueprint that can bring any professional from total noob to a good level of both theoretical and practical understanding of this whole thing. He came up with a framework to "understand how to understand". It's insanely comprehensive.

He broke down the entire field of behavioural sciences applied to market research in great detail. Line by line, he gave us the blueprint that can bring any professional from total noob to a good level of both theoretical and practical understanding of this whole thing. He came up with a framework to "understand how to understand". It's insanely comprehensive.

Well, for me, that was exactly what I had been waiting for. Behavioural science was the piece I still hadn't studied properly. It's the perfect continuation of my never-ending search for that "human understanding".

The aim is simple. If your work involves people, in business, in policy, in communication, most of what you do rests on some assumption about what makes humans tick, and most of us were never shown what the science has actually found. This corpus is here to close that gap: to help you engage the people you work with more effectively and, just as importantly, more ethically and respectfully.

Fast forward to today, and here we have our full corpus covering everything in this space. On this website you will find articles that explain each point in both academic and very simple terms, with examples, scientific-literature references, case studies (where available) and more. Each article is part of a bigger corpus.

We have 109 lessons that cover the whole framework, split into 7 layers to support your learning and growth. Explore the breakdown below...

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Behind the research

Latenta® is a team of researchers spearheaded by its founder, Dr. Mike Popesku, a marketing scientist, data innovator, and business leader who combines elite academic rigour with battle-hardened commercial acumen. This unique expertise is grounded in a PhD in Marketing Science, a successful career as a university lecturer at leading British universities, where he taught research methods and business intelligence, and advanced training in applied data science.  

Mike is singularly focused on decoding the "why" behind human choice, a conviction that the most powerful forces shaping markets and electorates are latent. This obsession with uncovering the unseen is the foundational principle of Latenta®, where his ability to translate complex data into decisive strategic clarity gives clients their ultimate competitive edge.

Lessons 0-109