Why our money's on Up for Review to win the 2019 Grand National

It's Grand National weekend again, which means it's time for us to use some ever-so-slightly spurious behavioural science to help you choose a horse that's been underrated by the bookies.

Schwexperiment #1: Does alliteration have magical powers?

At Schwa HQ, hardly a day goes by without someone talking about the rhyme-as-reason effect. In a nutshell: if a statement rhymes, you’re more likely to think it’s true. (Think: A Mars a day helps you work, rest and play.)

Time to redefine your brand voice?

When I started as a bright-eyed, bushy-tailed business writer, my tone of voice projects felt different from how they feel today. Back then, it was often about proving that almost everyone prefers natural writing to formality, or explaining there wasn’t really that much of a distinction between[...]

Could a mantra change your company culture?

Knowing ‘an apple a day keeps the doctor away’ might encourage you to eat more healthily. But could a mantra change the way people behave at work, too?

Hiring managers, don’t lose your best candidates

You’ve got your employer brand.

What's a tone of voice, and why do you need one?

A tone of voice is a way of communicating that’s unique to your brand. Think of Innocent’s friendliness, First Direct’s straightforwardness and Virgin’s naughtiness. The idea is that by using the tone of voice consistently, from TV ads to Ts & Cs, people always get the same impression of who you[...]

Who's really reading your writing?

At the start of their book ‘Nudge’, Richard Thaler and Cass Sunstein make a distinction between ‘Econs’ and ‘Humans’.

The golden rule for choosing a business name

If you’ve ever Googled around for naming advice, you’ll have seen all the usual tips like ‘don’t choose a name that’s hard to pronounce’ and ‘make sure the domain name’s available’. Those are fine, and you should absolutely follow them, but they won’t really help you decide your company name.

I’m dreaming of a white Christmas

Do you remember going out on Christmas morning into the freshly fallen snow? Wearing matching hat, scarf, and gloves? Making snowmen and angels, having snowball fights, and sledding? Seems familiar right?

Meet Joe, our new behavioural scientist

We sat down with Joe to talk about all things behavioural science.