Theory is a research consultancy dedicated to modeling how people think, to change how they behave. We bring together expertise in cognitive psychology, cultural anthropology, and brand strategy to unlock opportunities to drive brand relevance, loyalty and use. The power behind our success is Mind-Modeling – a research method that maps out consumers’ conscious and subconscious thought processes to illuminate the factors that drive brand decisions. For the past 15 years, we’ve helped Fortune 500 companies, across industries and around the world, to activate the hidden potential of their brands. For more information, please visit www.theoryresearch.com