Sustainability Practice

CloudArmy is pleased to announce the launch of our Sustainability Research Practice. 

Led by Dr Michael E Smith, pioneer of consumer neuroscience and author of ‘Inspiring Green Consumer Choices’ our Sustainability Practice is in response to a demand from our partners for deeper-level insights and more effective behavior-change solutions.


The Sustainability Practice provides exploration, evaluation and optimization of sustainability-related challenges and interventions via our wide range of online neuro-test-n-learn tools.

The scope of our activities here is global, and covers a wide range of issues from Corporate Purpose, Organizational Effectiveness & Change, Donor Strategy, Campaign & Comms, Packaging & Promotion and Nudge solutions.

Sustainability is one of the most high-profile areas in which traditional, rational-based  research methods have been struggling to meaningfully measure and predict human behavior. Advances in cognitive and behavioral science-including a reappraisal of the power of implicit / non-conscious and emotional influences-has helped us to better understand just why this is. 

CloudArmy partners with a fast-growing cadre of progressive businesses who are eager to deploy the latest science-led techniques to uncover these hidden implicit perceptions, motivations and attitudes which help shape and trigger sustainable behavior. 


We expose and evaluate the Say-Do gap, and work hand-in-hand with thought-leading & like-minded businesses - be they brand owners, retailers, agencies, management consultancies, institutions, governments or charities. 

For more information please contact us at

“Research techniques that use indirect methods to infer the attitudes and beliefs of respondents can be critical complements to more direct queries in that they can help circumvent cognitive biases and the limits of conscious introspection and thereby provide information that consumers are unable to accurately articulate. The value of such methods is clear for most types of consumer insights problems, including the problem of understanding drivers of, and barriers to, sustainable consumption.” - Michael Smith

Also see: The ‘Say-do’ gap and green consumer behavior