What Dectech does

Dectech (Decision Technology Ltd.) is a London-based behavioural science consultancy founded in 2002 by Dr. Henry Stott, a former Director of Oliver Wyman, and Professor Nick Chater of Warwick Business School. The firm helps large enterprises — including banks, retailers, telecoms companies, energy providers, and government bodies — forecast and influence consumer decision-making through controlled behavioural experiments rather than self-reported survey data. Its core proposition is that traditional market research fails because people cannot accurately predict or rationalise their own behaviour, and Dectech's work addresses this gap with experimental methodology grounded in academic psychology and behavioural economics.

The firm's central technology is Behaviourlab, a proprietary online experimentation platform that recreates realistic consumer decision environments (such as website sales journeys or product choice contexts), runs randomised controlled trials on representative samples, builds statistical models of behaviour, and delivers outputs through interactive web-based market simulators. Behaviourlab is supported by four named service offerings — Proposition & Pricing, Trade & Commercial, Brand & Marketing, and Data & Analytics — and module products including AdTest, Campaign Tracking, Brand Tracker, Product Testing, and Communications Testing. The platform has been applied to engagements for clients such as Costa, Deliveroo, Vodafone, BT, British Gas, giffgaff, Tesco, Schroders, Sky, AXA, the European Commission, and the UK Financial Conduct Authority, with disclosed outcomes including multi-million-pound annual profit lifts and double-digit conversion improvements.

Commercially, Dectech operates as a private, founder-led consultancy with no disclosed external investors or parent company. Revenue is generated through bespoke consulting engagements, access to the Behaviourlab platform, and the publication of research reports and thought leadership content (including the Predicting People podcast and annual contributions to the Behavioral Economics Guide). The firm sells exclusively through direct senior-staff engagement with enterprise and government clients, has no public pricing, and has accumulated 80+ clients since founding. Cyber Essentials Plus certification, the Global Data Quality Excellence Pledge, and an MRS award position the firm for regulated and government procurement; consecutive appearances on the Financial Times Top Management Consultancy list and ongoing FCA Consumer Duty work indicate a stable, reputation-driven commercial base.

Name

Dectech

Legal name

Dectech

Website

https://dectech.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Dectech is a London-based behavioural science consultancy that uses its proprietary Behaviourlab experimentation platform to forecast consumer decision-making for large enterprises in financial services, retail, telecoms, energy, and government.

Ownership category

akta.pro rank

Product category

Behavioural Science Consulting

NAICS

Scientific Research and Development Services (5417)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Regulatory Compliance Management (RegTech) (BPAEAPAB)

akta.pro secondary industry

GRC, Policy Management & Controls Testing (SOX/ICFR, audit management) (FSAGAFAM)

Keywords

• Behavioural science consulting
• Consumer decision research
• Pricing strategy consulting
• Market research services
• Behavioural experimentation platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Behavioural Science Consulting: Core consulting engagements involving bespoke behavioral experiments, data analysis, and strategic advisory services to help clients understand and manage consumer decision making across proposition pricing, trade & commercial, brand & marketing, and data & analytics.
2. Behaviourlab Platform Access: Access to Behaviourlab platform for immersive behavioral experiments, including communications testing, product testing, and journey optimization studies.
3. Research Reports & Publications: Market research reports published on commercial and behavioral topics, including loyalty programs, pricing strategy, journey optimization, and influencer marketing.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Dectech is a behavioural science consultancy that helps large enterprises and policymakers forecast and manage consumer decision-making. The firm runs controlled behavioural experiments through its proprietary Behaviourlab platform, recruiting representative consumer samples and building statistical models to deliver accurate forecasts of pricing, marketing, journey, and product outcomes. Services span proposition and pricing strategy, trade and commercial modelling, brand and marketing optimisation, and data and analytics.

Product overview

Dectech is a behavioural science consultancy offering Behaviourlab, a flagship online experimentation platform, alongside four specialised service offerings: Proposition & Pricing, Trade & Commercial, Brand & Marketing, and Data & Analytics. Behaviourlab consists of three integrated sub-features — Realistic Decision Making Context, Rich Behavioural Insights, and Actionable Commercial Outputs (web-based simulators) — plus specialised modules including AdTest, Campaign Tracking, Brand Tracker, Product Testing, and Communications Testing. The company also produces the Predicting People Podcast as a content vehicle.

Differentiator

Problem solved

Functional benefit

Brands

• Behaviourlab: Dectech's immersive online behavioural experiment platform that recreates realistic consumer decision-making environments to obtain accurate forecasts of customer behaviour.

Products and services

• Behaviourlab Proprietary online behavioural experimentation platform that recreates realistic consumer decision-making environments, runs controlled randomised experiments with representative consumer samples, builds statistical models of behaviour, and delivers interactive browser-based market simulators for commercial forecasting. Used by large enterprises to forecast responses to pricing, marketing, product, and journey changes.
• Proposition & Pricing Consulting

Quantifiable outcome

• 30% boost in conversion for online insurance sales through optimized behavioral nudges
• +6 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MailchimpminorOthersMailchimp is used as a marketing service provider for email newsletter distribution. Customer email addresses collected through the subscription form are processed by Mailchimp.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Behavioural Insights Team: UK-based social purpose company applying behavioral science to public policy and commercial problems. Closest peer given overlapping methodology, UK base, and client overlap in government and regulated industries.
• System1: Behavioral-led market research firm (formerly BrainJuicer) combining advertising effectiveness, brand tracking, and consumer insights with experimental methodology. Direct peer in commercial behavioral research for large brands.
• The Decision Lab: Behavioral science consultancy applying rigorous experimental methods to commercial and policy questions. Closely comparable operating model and methodology, though primarily North American in focus.
• SKIM: Specialized market research and consultancy focused on pricing, communication, and product decisions for global enterprises. Direct peer in pricing research methodology and enterprise client base.

Broad incumbents

• Simon-Kucher & Partners: Global pricing and growth consultancy with deep expertise in pricing research and monetization strategy. Comparable methodology and enterprise client base, though broader commercial scope and much larger scale.
• PA Consulting: Global innovation and transformation consultancy with established behavioral science capability. Competes for similar enterprise transformation mandates but offers a much broader service portfolio.
• Ipsos: Global market research and consumer insights giant with behavioral science practice (including acquired Flamingo). Competes in market research at scale with broader geographic and methodological reach.
• Kantar: Global market research firm offering brand, consumer, and advertising research. Comparable in serving large enterprises with consumer insights, but at materially larger scale and with a more standardized offering.
• Oliver Wyman: Global management consultancy (part of Marsh McLennan) and notably Dectech co-founder Henry Stott's former firm. Competes for financial services strategy, risk advisory, and increasingly behavioral mandates.
• McKinsey & Company: Global management consultancy with an established behavioral science practice (formerly McKinsey Behaviorals). Competes for enterprise C-suite mandates and can bundle behavioral work into much broader transformation programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/dectechuk
• LinkedInlinkedin.com/company/dectech

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dectech