Choice hacking 

We help brands create  salient, simple, and soulful  customer experiences.

Choice Hacking's approach to customer experience is a potent mixture of decades of experience, time-tested frameworks, Nobel prize-winning behavioral science & psychology techniques, and cutting-edge AI tools. 

What we do

Hack into customer’s deepest desires, fears, and motivations with bias-busting customer research

We use neuroscience, behavioural science, VR, and ethnography to see through your customers’ “accidental lies” and into their deepest fears, needs, and desires.

Customer journeys that drive sales and meaningful customer relationships 

Our 3S model helps elevate your digital and physical customer experiences to soulful, simple, and salient - increasing both short term sales uplift and long-term brand love.

Save time & money with our scientific pre-testing method to bulletproof marketing, experiences, and packaging before they’re produced

Using the proprietary Choice Hacking testing approach (autonomic measures, AI, and VR), we get your experience in front of customers almost instantly - allowing you to test and tweak faster than ever before. 

Identify unspoken opportunities other firms will overlook

Using our proprietary 3S model, we examine quantitative and qualitative data to discover where the opportunities lie in your current experience.

What most brands get wrong about

customer experience

Research has found that most brands believe they deliver a “superior experience.” 

But when customers were asked what they thought of those same brands’ experiences, only 8% said they deliver on even a basic customer experience. 

There’s a clear breakdown between what brands think customers are doing, thinking, feeling, and paying attention to, and what they’re actually doing, thinking, feeling, and noticing. 

At Choice Hacking we call this the customer empathy gap.

And it happens because the basic wiring of brains makes it really hard for people to see the world through someone else’s eyes - and that goes for marketers, too.

“We can ask customers what they want!” you might be saying to yourself.  

But decades of research tells us that customers are unreliable narrators of their own lives, and can’t accurately identify why or even how they make decisions.

So how can we possibly know what motivates customers when they don’t know it themselves?

Our Solution

Choice Hacking uses a unique blend of behavioural science, data analysis, AI, virtual testing environments, and marketing psychology to dig deep into customers’ hidden desires, emotions, motivations, and needs.

We begin our work at the moment of “raw reaction” - when a customer is first exposed to your marketing or experience but has not yet had time to coat that reaction in cognitive bias, self-delusional stories, and “accidental lies.”

Michael Bidu

Relevant Ventures &

Former Sr. Group Director of Global Marketing, Coca-Cola 

"If you want to get to know your customers better, uncover impactful insights, and make marketing that resonates with your target audience, you should consider working with Choice Hacking...

Moreover, working with Jen and Choice Hacking was a collaborative and personalized experience. They took the time to understand our business and tailor their methods to our specific needs. This approach led to insights that were relevant and impactful to our business.

Working with Jen and Choice Hacking was a fantastic experience that delivered valuable insights and measurable improvements to our business.

If you want to take your business to the next level and connect with your target audience, you should consider working with Choice Hacking."

The Opportunity

After many years of experience, research, and experimentation we’ve identified three key science-based drivers of meaningful and effective customer experiences:

Creating soulful, simple, and salient customer experiences has proven business impact:

  • Simple experiences drive brand value, with the simplest publicly traded brands outperforming the market by 686% since 2009. (Siegel & Gale Brand Simplicity Index)
  • 66% of customers say they prefer meaningful experiences but 92% of companies fail to even deliver on basic customer experience promises. (McKinsey Report, 2018)
  • 91% of customers are willing to advocate for businesses which they associate positive emotions and 92% are more likely to stay loyal. (Deloitte Digital)

About Choice Hacking

Hi, I'm Jen Clinehens, the founder of Choice Hacking. 

I started Choice Hacking because I've seen first-hand how behavioral science, psychology, and AI have the power to create effective, engaging, and meaningful customer experiences. 

After years spent creating products and customer experiences for global brands like AT&T, McDonalds, Adidas, and Starbucks, I've seen this combination of art and science supercharge creative work and deliver engaging and meaningful experiences across the customer journey. I'm confident these tools can work your brand as well - big or small, across the globe. 

Contact me to discover how Choice Hacking's unique approach can drive engagement and growth for your business, too. 


a selection of brands I've worked with IN THE PAST:

michael bidu headshot
Michael Bidu

CEO, MYND Therapeutics

"If you have a chance to hire Choice Hacking, do it before your competition does it.

I believe Jen is one of the top consumer experience and behaviour change experts in the business.

I worked closely with Jen on building a behaviour change and habit-forming product development strategy for our first digital therapy focused on women with obesity and eating disorders...  

I can say she was a pleasure to work with. I highly recommend her and Choice Hacking."

Case Studies

Our resources are trusted by brands like:

Don't just take our word for it...

tesa headshot

Thanks to Jennifer Clinehens for a very interesting, interactive and concrete training and workshop on behavorial science and how to use it to improve our structure of choice and communication and help the consumer to find the right product for their DIY project…

I totally recommend her… so passionate and experienced.

Bruno Derouet

Head of Marketing, Tesa

mark bainbridge headshot

In scale up, all businesses lean on the guidance of a few select people, and as one of our most valued “friends of Dragonfly” Jen has been instrumental in our growth as a business.

We listen carefully when we have time with her, as her insights are second to none, always pragmatic and driven by her years of experience on both brand and agency sides of the fence.

Thank you Jen.

Mark Bainbridge

Co-founder, Dragonfly.AI

att headshot

[Jen] collaborates well across cross functional teams, sees both the big and small picture, and drives towards team success.

Her abilities allow her to communicate effectively across all levels of management, and drive high unified engagement. She is a pleasure to work with, and is an asset to any team/project!

Cindy Zanelli

Director, Technology Services - AT&T