0 bits
…of sensory data are processed by the brain each second
0 bits
…alone are processed consciously

It’s hard (if not impossible) to put a number on how big the conscious mind is – but most neuroscientists agree it is much smaller than the non-conscious mind. The best estimate is that only 0.0004% of sensory processing is conscious.

The consequence is that consumers are all cognitive misers: they have relatively limited ‘brainpower’ to use for any decision.

…of purchases are made on impulse, or as a result of non-conscious cues

Since consumers tend to be cognitive misers, the majority of their purchases are made with little careful thought, and are influenced by non-conscious cues. Research consistently shows about two thirds of purchases fall into this category.

If a company or brand is only really focusing on the conscious side of consumer choice, they are missing out on a huge part of what drives sales. One study found that how visually noticeable a product was actually had more influence over sales than whether or not people liked it!

There are myriad ways in which brands can use non-conscious principles in order to be more successful. The subtlest nudges can have a significant effect.

…increase in sales by making the shelf display messier

For example, research has shown that presenting a brand’s products in a disorganised manner in-store can increase its sales – because it implies that many people have handled the products, increasing their perceived popularity.

brainchimp takes a cutting-edge, non-conscious approach to consumer choice, in order to help brands find out about the two-thirds of sales that traditional marketing neglects.

This makes a huge contribution to how brands understand their branding, marketing, advertising and research:


brainchimp is a behavioural science consultancy, offering a range of cutting-edge solutions to help brands with a wide range of business challenges. Solutions include insights research, psychometric tests, PR projects, white papers, and marketing strategies. Please view our consulting or media pages for more information.

brainchimp adds value wherever clients want to understand, predict or influence consumer behaviour.


brainchimp uses start-of-the art psychological research methods to get to the non-conscious drivers of consumer behaviour. Techniques like controlled experiments, implicit testing and facial coding use cutting-edge behavioural science principles to achieve a more nuanced understanding of why consumers buy.


brainchimp possesses several years’ experience in understanding consumer psychology and scientifically applying it to the challenge of brand growth. We help clients with their bespoke projects and business challenges; and we deliver white papers and marketing strategies to help brands unlock their full potential.


brainchimp is an outstanding authority on consumer brain science and its application to business success – with strong academic ties, years of commercial experience, and frequent media exposure. This expertise is used for media content, PR projects, and client presentations, workshops and seminars.
brainchimp brought academic rigour to a highly complicated subject. They were fantastic to work with to develop a model that was easy to use whilst being scientifically robust.
Jeremy Simmonds, Co-Director, VCCP Rough Hill
brainchimp’s knowledge and dedication proved to be invaluable – they fused creativity with academically sound research, which resulted in some fantastic press coverage for the project.
Karen Fulwell, Director, Digital Blonde
brainchimp were an outstanding contributor to the project. I would recommend them to anyone who is looking into adding some serious value into a psychology related web based project.
Valentina D'Orefice, Senior Content Marketing Manager, PokerStars
Working with Brainchimp really added the academic credibility to our research-based campaign that we were looking for. From working with the findings through to consumer insights, the knowledge really added the colour we needed for the campaign.
Senior Account Manager, Waggener Edstrom


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