The Behavioural Dynamics Institute is an academic institute that specialises in understanding influence and persuasion in order to change audiences’ attitudes
and behaviour. The institute specialises in applying its methodology to military and political campaigns, where the audiences are hostile or friendly, national or international.

The BDi was formed in 1990 and has invested over £19m in developing scientific approaches for ‘influencing a target audience’. The unique methodology draws extensively from group and social psychology and incorporates semiotics,
semantics and many elements of cultural anthropology.

The BDi harnesses the leading academics from universities around the world so
that the ‘persuasion and influence’ body of knowledge is constantly at the cutting edge. Using advanced research techniques, the BDi can accurately diagnose an audience from within (in theatre) or remotely, so that a clear understanding of the group dynamics can be ascertained.

The BDi then develops the most powerful psychological approach (using the data)
to produce a programme of communication and ‘perceptions,’ which will be the
most likely to engineer the desired result from the Target Audience. The attitude
and behavioural changes are highly quantifiable and accountable, generating a
real MOE (Measure of Effectiveness) report.

The Behavioural Dynamics Institute can tell you how ‘difficult’ an audience is likely
to be, how best to influence the audience and then can actually produce the communications or triggers that will change the audience.