To change behaviour, you first need to understand it. At Axiom, we start by uncovering what people are really doing — not just what they say they're doing. We dig into the moments, mindsets, and micro-decisions that shape everyday actions, using mixed-method research grounded in behavioural science.
This means identifying the frictions, defaults, and workarounds people rely on — and the invisible factors driving their choices. Whether it’s why users drop off during onboarding or why a loyalty program isn’t landing, we map the current behaviour so product teams can build from real-world insight, not assumptions.
