Decision Technology's research focuses on how people make judgments and decisions, and on how various factors, from mood to social pressure, affect their choices. Current research includes:

Brand Personality
How do consumers judge and relate to brands and organisations? What are the dimensions of "brand personality"? How are some of the UK's most well-known brands perceived? Click here for the results of the most recent annual Brand Personality survey.

Election Forecasting
What factors influence your decision to vote and your choice of candidate? How well do election polls predict election results? Do people tell the truth to election pollsters? Click here to see our forecasts for the UK General Election held in May 2010.

Electronic Financial Advice
How much should you spend or save from your income? How much life insurance should you purchase? How can people be helped to follow financial advice? Click here to see some thoughts on electronic financial advice.

Vivanautics website
What is the risk of you or your partner being unfaithful? How long is your relationship likely to last and how satisfying is it? Can providing people with an objective and honest perspective on their life help them make better decisions? Click here to visit the Vivanautics website.