About Us

Our Foundation Story

Over a decade ago, four divergent marketers came together - a Fortune 500 pharma executive, a seasoned communications strategist, a pioneering market researcher, and a top-tier management consultant. They came from different corners of the industry, but shared one powerful insight: a quiet revolution was brewing at the intersection of psychological science, behavioral economics, and decision heuristics.

They saw more than a trend. They saw a transformational shift - an opportunity to move decision science beyond academia and into the heart of business strategy. At the crossroads of the subconscious and context, they recognized a powerful truth: understanding why people make decisions - not just what they decide - could redefine how brands connect, compete, and grow.

Fueled by this belief, they set out to build something bold: a suite of solutions that wouldn’t just apply the science, but evolve it - turning insight into strategy, theory into action, and complexity into clarity for some of the world’s most pressing marketing challenges.

And from that moment on, they weren’t just part of the revolution.

They were leading it.

Our Mission

The mission of The HSM Group is to lead the behavioral science revolution in marketing and market research by implementing innovative approaches that go beyond the human consciousness to everything from methods to messaging.

Our Values

To shape a future where marketing inspires trust, fosters connections, and empowers businesses to achieve extraordinary success by aligning with the way humans naturally think, feel, and act.