Why Brand Dummy?

Traditional analytics can tell you what your customers did, but not why they did it. We bridge that gap by interpreting data through behavioural science. We uncover the motivations, biases, and decision patterns hidden inside the numbers—insight that dashboards alone can’t provide. By revealing the human meaning behind customer data, we help organizations make clearer decisions, design strategies that resonate, and build trust that lasts.

  • Our Mission

    Our Mission

    To make customer data meaningful by revealing the behavioural drivers behind it—so organizations can make smarter, more human‑centred decisions.

  • Our Philosophy

    Our Philosophy

    Data is only useful when it explains behaviour. We focus on insight, not information.

  • Our Promise

    Our Promise

    We make complex data understandable, actionable, and grounded in human behaviour—never jargon, never noise.

  • Our Expertise

    Our Expertise

    We bring together academic experts in consumer psychology, behavioural research, and real‑world analytics to decode how people think and decide.

  • Our Approach

    Our Approach

    We combine behavioural science with analytical rigour to reveal the human meaning inside customer data.

  • Our Impact

    Our Impact

    We help leaders make smarter decisions by turning data into behavioural insight that strengthens trust, relevance, and long‑term loyalty.

Traditional analytics isn’t enough

Traditional analytics can tell you what customers did, but it can’t explain why they did it. Without understanding the motivations, biases, and psychological drivers behind behaviour, organizations end up with dashboards full of information but very little insight. Behavioural science fills that gap by revealing the human patterns inside the data—turning numbers into meaning, and meaning into better decisions.

  • Behaviour Explains the “Why” Behind the Data

    Behaviour Explains the “Why” Behind the Data

    Analytics shows patterns; behavioural science uncovers the motivations, emotions, and biases that create those patterns.

  • Data Without Interpretation Leads to Misguided Decisions

    Data Without Interpretation Leads to Misguided Decisions

    Organizations often act on surface‑level metrics. Behavioural insight prevents misreads by grounding decisions in how people actually think and choose.

  • Customers Aren’t Rational—Data Needs Psychology

    Customers Aren’t Rational—Data Needs Psychology

    People make decisions based on heuristics, habits, and values. Behavioural science reveals these drivers so strategies reflect real human behaviour, not idealized models.

  • Metrics Don’t Predict Behaviour—Motivations Do

    Metrics Don’t Predict Behaviour—Motivations Do

    Dashboards describe the past. Behavioural insight helps anticipate future actions by understanding the psychological forces shaping decisions.

  • Context Shapes Meaning

    Context Shapes Meaning

    The same data point can mean different things in different contexts. Behavioural interpretation clarifies what the data truly signals in the real world.

  • Better Insight Creates Better Strategy

    Better Insight Creates Better Strategy

    When organizations understand the human story behind their data, they design messaging, products, and experiences that resonate more deeply and build lasting trust.

Who we are

Our team’s expertise spans cutting‑edge behavioural research, large‑scale industry collaborations, and applied analytics across sectors like retail, finance, technology, and sustainability. We bring strength in experimental design, consumer emotion and decision‑making, machine‑learning‑driven insight, and real‑world testing environments that reveal how people actually behave—not just what they report. It’s why you can trust us when you need clarity and evidence for your branding strategy.

  • Eugene Y. Chan, Ph.D.

    Eugene Y. Chan, Ph.D.

    FOUNDER & PRINCIPAL STRATEGIST

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  • Felix Septianto, Ph.D.

    Felix Septianto, Ph.D.

    PARTNER (ACCURMENT)

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  • Billy Sung, Ph.D.

    Billy Sung, Ph.D.

    PARTNER (ACCURMENT)

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