[ ABOUT ADA ]
The Story Behind Intelligent Personalisation
The marketing industry has an understanding problem.
Most companies research their audience. They run surveys, build personas, commission focus groups. They learn what people say they want. Then they write about their product anyway.
Jonathon Bates spent twenty-five years in PR and then marketing watching this cycle repeat. The work started with the product. The audience was an afterthought dressed up as a segment. And the question that actually mattered — why do people do what they do? — was never seriously asked.
A different approach
That changed when he met Dr Paul Marsden, a behavioural psychologist whose work sits at the intersection of behavioural science and commercial decision-making. Through Marsden, the work of Kahneman, Thaler, the Behavioural Insights Team and decades of peer-reviewed research into human motivation became the foundation for a different approach: start with how people actually think, then build everything from there.
Not surveys. Not self-reported preferences. The science of why people act.
The founders
The approach needed one more thing. Jonathon’s brother Charles had spent twenty-five years at Deloitte, leading strategy work for organisations that ran on evidence and rigour. He saw what behavioural science could do for commercial decision-making and wanted to help build it. Between them: one who understood why people act, one who understood how large organisations think and buy.
Ada is the result. A platform that applies proven behavioural science to B2B marketing, so that every piece of content, every campaign, every outreach is built around what genuinely motivates the person reading it.
Trusted by Industry Leaders
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Bring a piece of content and a target audience. In 30 minutes, Ada will show you what your marketing looks like when it starts with genuine customer understanding.
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