How Prime Turned Free Shipping into a Behavioural Lock-In
People will fight harder to keep £1 than to earn £2. It sounds irrational because…
Most Strategies Die in the Gap Between Logic and Behaviour.
Leaders assume people are rational. Investors hope they are. Boards act like they are. They’re not.
At Aster, we bridge that gap. We take the hard science of behavioural economics and deploy it in the messiest parts of business: decision-making, digital journeys, cultural change.
We Design Around Real Behaviour
Your customers, employees, even your CEO.
All operate with imperfect information, emotional drivers, and status-based risk. You don’t fix that with logic. You fix it with design. Behavioural design. Decision architecture. Strategic nudging. That’s what we do.
The Problem We Exist to Solve
We saw billion-pound companies make billion-pound mistakes.
Again and again. Not from lack of data. But from blind spots, biases, and a fundamental misunderstanding of how people choose. So we built Aster – to bring behavioural clarity to the moments that matter most. Strategy. Product. Change. Leadership.
Recognised by the world’s oldest and most respected institutions.
De-Risking Decisions by Design
We apply behavioural science where it matters most: before strategy sets, before systems launch, before bias becomes costly.
Diagnose the Behavioural Friction
We audit your decision journeys, uncover hidden biases, and identify where behaviour breaks strategy.
Design Interventions That Shift Outcomes
We architect nudges, defaults, and decision frameworks — from leadership rooms to customer flows.
Deliver Measurable Impact
We embed behavioural change into the system - not just once, but sustainably.
FAQs
What exactly does Aster Advisory do?
We apply behavioural science to your most critical business decisions. From strategy and digital design to organisational change, we help you see – and design for – the human behaviours that drive outcomes.
Think of us as your behavioural partner: part advisor, part architect, part bias-proofing engineer.
Who do you work with?
We work with ambitious leaders – from industry leading companies to scaling tech firms and mission-driven organisations.
If you’re making high-stakes decisions, building complex products, or leading through change, we’re built for you.
Is this consultancy or research?
It’s consultancy – but with the rigour of academic behavioural science behind it. We don’t just observe behaviour. We help you shift it. Real decisions, real design, real results.
How is this different from strategy consulting?
Traditional strategy firms optimise for logic. We optimise for reality.
We work alongside – or ahead of – strategy teams to de-risk decisions, shape behaviour, and make sure your good ideas don’t get sabotaged by invisible bias.
What’s behavioural economics got to do with digital or technology?
Everything. Tech only works if people use it.
We design systems, interfaces, and journeys that reduce friction, simplify choice, and drive adoption – because if the tech doesn’t fit how humans think, it fails.
Can you help with one-off projects?
Yes. We offer sprint-based work for launches, audits, or high-impact workshops.
But many clients engage us longer-term – embedding behavioural design across decisions, culture, and systems.
Is this for B2B or B2C?
Both. Human behaviour doesn’t change with a job title.
We’ve helped B2C brands drive engagement, and B2B firms reduce churn, streamline sales journeys, and design behavioural advantage into their product ecosystems.
What does working together look like?
It starts with a conversation. Then a focused audit of your behavioural gaps. Then: design, delivery, iteration – with us working beside your team to embed, not just advise.
Can you train our team?
Absolutely. We offer workshops, exec sessions, and behavioural capability building – from product and marketing teams to leadership offsites.
How Auto-Enrolment Used Default Bias to Shift National Saving Behaviour
How Auto-Enrolment Used Default Bias to Shift National Saving Behaviour
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How Opt-Out Organ Donation Systems Used Friction to Save Lives
How Opt-Out Organ Donation Systems Used Friction to Save Lives
Changing minds is hard. Changing defaults is smarter. When it comes to organ donation, most…
You don’t need another opinion. You need better decisions.
Let’s identify the bias, friction, or blind spot standing between your strategy and success. We call it a Behavioural Strategy Call. Most clients call it the turning point.
De-Risk My Next Move