Beacon Consultants Network Inc. is a marketing consulting firm founded on two (radical?) beliefs:

1. Most marketing strategies focus on the wrong thing.

Most marketing strategies concentrate on changing people's attitudes – despite evidence from social science research that attitudes don't necessarily drive people's behavior. (Do you know someone who understands he/she should exercise regularly, yet doesn’t?) In our experience, the most successful marketing initiatives focus on changing customer behaviors, not attitudes.

2. Traditional marketing tools are too often inadequate.

Convincing customers to try something new may take more than a clever marketing campaign. In our experience, the most effective marketers systematically identify and remove barriers to the desired customer behaviors. This may involve re-thinking how your organization interacts with customers, improving your product design or service offering, re-engineering business processes, or deploying new technology – tasks that are beyond the realm of typical marketing and media firms

At Beacon, we understand what it takes to drive customer behavior.

Our unique methodology gives us new insights into peoples' decision-making processes, the drivers of current behavior, barriers to alternative action, and levers for change. And we can usually gain these insights without expensive and time-consuming surveys and focus groups.

Our solutions are informed by social psychology, behavioral economics, and the science of human decision making. We also tap deep technology and operations expertise to identify and remove barriers to the desired customer actions.

We've tackled some of the greatest marketing challenges of our time, from energy independence to climate change to public health epidemics.

For 10 years, Beacon has shown corporate, nonprofit, and government clients...