Guiding better decisions through behavioural insight
Research and behavioural science to shape strategy, design interventions and drive impact
About
Background
Background
Background
Fork in the Road (London) is an independent research consultancy set up by Helen Law. Its mission is to help purpose-led organisations shape strategy, design interventions—including communications—and evaluate their impact through consumer research and behavioural science.
Expertise
Background
Background
With 31 years of experience in behaviour, brand and communications research spanning client-side, research agency and communication agency roles, Helen combines practical application with academic rigour.
Helen is a certified member of the MRS (Market Research Society) and GAABS (Global Association of Applied Behavioural Scientists)
Approach
Background
Approach
At Fork in the Road , we work closely with our clients to understand the behavioural challenge, objectives, and budgetary considerations. We then tailor our research approach to deliver clear, actionable insight that will inspire meaningful direction.
The sorts of things we help with
Understanding the behavioural issue
Before designing a solution, research helps clarify what needs to change and why.
Decision mapping
Research can help understand how decisions in this context are made.
Brand Perceptions
Research can explore how a brand is perceived and how that influences behaviour.
Message/Intervention Optimisation
Before investing, it is important to understand messages/approaches that are the most likely to drive change
Evaluation and Impact
Research can help understand the impact of activity and look for ways it can be improved going forward