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Reviews are fixed-scope, with prices starting from £249.

Behavioural Pricing Review

A Behavioural Pricing Review looks at how customers understand your prices, packages or service options before they decide whether to enquire, book or buy.It focuses on questions like are your options clear, are the features differentiated, and are customers being guided towards the right choice?Using behavioural science principles like anchoring, framing and choice architecture, the review identifies where customers may hesitate or struggle to choose.You’ll receive a short, practical report with recommendations to make your pricing easier to understand, compare and reduce the amount of thinking needed for a customer to make a choice.

Competitor Context Review

A Competitor Context Review looks at how your business appears alongside the alternatives customers are likely to compare you with.It answers questions like what do competitors make clearer, where do they seem more distinctive, and what might make customers trust or choose them?The review looks at areas such as pricing, messaging and customer experience cues.You’ll receive a short, practical report showing where you currently stand out, where competitors may have an advantage, and what you could change to make your business clearer and more compelling.

Customer Decision Review

A Customer Decision Review looks at the moments where potential customers may hesitate, feel unsure, or drop away before enquiring, booking or buying.It focuses on questions like: is the offer clear, is the next step obvious, and are there enough trust signals to make people feel confident?The review looks at areas such as website flow, calls to action and service descriptions.You’ll receive a short, practical report showing where decision friction may be happening and what to improve first to make the customer journey easier.

About Why They Choose.

Why They Choose is a Belfast-based small business consultancy run by Conran McMullan. Drawing on 10 years’ experience in customer behaviour and decision-making, I help independent businesses understand what their customers notice, compare and choose.
The aim is simple: to make practical customer psychology more accessible to local businesses, helping them improve their offer, communicate more clearly and reach their potential.

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Privacy Notice

Last updated: 4 May 2026This privacy notice tells you what to expect us to do with your personal information.Contact detailsEmail: [email protected]What information we collect, use, and whyWe collect and use the following information when you make an enquiry, complete a form, contact us by email, or work with us as a client:your name
your email address
your business name
your website, Instagram page, Google listing or business address
information you choose to include in your enquiry or message
purchase or service history, if you become a client
basic usage data, such as information about how you interact with and use our websiteWe use this information to:respond to your enquiry
understand whether Why They Choose may be able to help
provide a fit check or review if you choose to work with us
manage client communication
keep basic business records
deal with queries, complaints or claims
understand and improve our website, products and servicesWe do not sell your information or add you to a mailing list without your permission.Lawful bases and data protection rightsUnder UK data protection law, we must have a lawful basis for collecting and using your personal information.Our lawful bases for collecting and using personal information are:ContractWe may collect and use your information where it is necessary to respond to your enquiry, take steps before entering into a contract, or provide a service you have asked us to deliver.ConsentWe may use consent where you have given us permission, such as if you ask us to contact you or agree to receive updates from us. You can withdraw your consent at any time.Legitimate interestsWe may keep basic records of enquiries, client work and communication for legitimate business reasons, such as managing relationships, improving our services, keeping records and handling queries or complaints.Your data protection rightsYou have the right to ask us for copies of your personal information.You have the right to ask us to correct information you think is inaccurate or incomplete.You have the right to ask us to delete your personal information.You have the right to ask us to restrict how we use your personal information.You have the right to object to the processing of your personal information in some circumstances.You have the right to ask that we transfer personal information you gave us to another organisation, or to you, in some circumstances.Where we use consent as our lawful basis, you have the right to withdraw your consent at any time.If you make a request, we will respond without undue delay and within one month.To make a data protection rights request, contact: [email protected]Where we get personal information fromWe collect personal information directly from you.This may be when you:complete an enquiry form
contact us by email
provide information as part of a fit check or review
become a client
Who we share information withWe do not sell your data or share it with third parties for marketing.We may use trusted service providers to run the business, such as website providers, email providers, form providers, payment providers or similar tools. These providers may process information on our behalf where needed to operate the website, manage communication, take payment or deliver work.How long we keep informationWe keep enquiry information only for as long as needed to respond and manage reasonable follow-up.If you become a client, we may keep relevant records for up to six years for business, tax and legal record-keeping purposes.If you ask us to delete your information, we will do so unless we need to keep it for legal, tax, contractual or legitimate business reasons.Cookies and analyticsOur website may use basic cookies or analytics tools to understand how visitors use the site and to keep the website working properly.If analytics or tracking tools are added later, this privacy notice will be updated to explain what is being collected and why.Links to other websitesOur website may include links to other websites. We are not responsible for the privacy practices or content of those websites.How to complainIf you have any concerns about our use of your personal information, you can contact us at:[email protected]If you remain unhappy with how we have used your data after raising a complaint with us, you can also complain to the Information Commissioner’s Office.Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AFHelpline: 0303 123 1113
Website: https://www.ico.org.uk/make-a-complaint