Our proprietary technique for
identifying the unconscious drivers
of consumer behaviour.

Prime Track

The most psychology valid
way of exploring new ideas in
qualitative research.


Everyone should watch
consumers - its not rocket science - but our experience and understanding of consumer psychology makes ours a little more illuminating.


We work with the leading practitioners to get inside your customers' heads
(without scapels).


Our starting point is psychological validity: what meaningful insights can we get out of consumers that will help your project.   Our techniques get beyond conscious post-rationalisations and can identify how unconscious drivers of behaviour that have been identified in behavioural psychology and behavioural economics manifest themselves in your target audience.

We can help you use psychology, behavioural insight, experiments, behavioural economics, neuromarketing, observation, qualitative and quantitative research to deliver better, more cost-effective insights.  We’ll tell you when asking customers questions is the wrong thing to do.


Philip Graves


Shift was founded by Philip Graves in 2006 to help organisations to understand their customers better.   Having worked as a market research manager for Pizza Hut and Eagle Star, and then for a traditional research agency, Philip was intrigued by the short- comings of market research; why are consumers so poor at understanding themselves?

Through studying psychoanalysis and psychology through the lens of his commercial experience he identified the conflict between traditional research techniques and the key role of the unconscious mind in consumer behaviour. In 2010 Philip turned his research into a bestselling book, Consumer.ology (named one of Amazon’s top ten best business books of the year).