Solving complex problems starts with understanding human behaviour.
Organisational challenges that appear strategic or operational are ultimately about behaviour: decisions not taken, habits not broken, or systems misaligned with how people actually think and act.
Strategic clarity starts with behavioural clarity, and that means looking at context, culture, incentives, friction, and identity.
I work with organisations to untangle what’s really driving decisions, habits, and resistance, so they can solve the right problem, in the right way, for the context they’re in.
About me
I’m Elina Halonen, a behavioural strategist with 15+ years of experience helping organisations untangle complex, human-centred challenges and translate insight into action.
I specialise in diagnosing behavioural barriers, reframing challenges, and designing strategies that work in complex environments. My work always focuses on clarity: helping clients see the hidden dynamics beneath sticky problems and turn that understanding into strategies that fit the real world.
Alongside this, I’m deeply interested in the role of AI, technology, and systems design in shaping behaviour and decision-making—and how we can use these tools thoughtfully in complex settings.
Magpies are curious and observant.
They collect patterns, notice small shifts, and gather what others overlook.
That’s the spirit of Prismatic Strategy: bringing together ideas from behavioural science, psychology, systems design, and beyond to help organisations see more clearly and think more sharply.
Why the magpie?
What I help clients with
At its heart, almost every business challenge involves human behaviour. I help organisations understand behaviour and design strategies that work in the real world.
Here’s how that can take shape:
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Understanding what’s really driving behaviour by looking at why people do (or don’t do) something
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Identifying behavioural barriers and drivers by uncovering what’s helping or hindering action
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Redefining challenges to unlock better solutions by reframing problems to create clearer strategies
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Designing strategies, products, or policies by ensuring they fit real-world behaviour
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Providing behavioural input by supporting research, messaging, or implementation
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Building internal capability by delivering training and workshops
Some typical projects:
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Making technology easier to trust, adopt, and use
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Improving engagement with products, services, or policies
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Helping teams align around behavioural priorities
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Designing behavioural strategies for organisational or social change
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Supporting AI, systems, or digital tool design with behavioural insight
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Delivering training on behavioural science, decision-making, or behavioural strategy
Not sure where to start?
You don’t need a polished brief. Some of my best projects started with a vague hunch or a challenge that didn’t fit anywhere else. If you’re not sure whether your project fits, that’s often where I can help most - let's talk!
How we might work together
In my work, I’ve seen how most organisational challenges are really patterns of behaviour shaped by systems, incentives, and assumptions. Not every project needs the same approach, but most draw on some combination of diagnosis, reframing, or design.
Diagnose
Understand what is
really driving behaviour
I help you uncover the behavioural patterns, dynamics, and systemic factors at the heart of the challenge.
What this can involve:
Behavioural audits
Research synthesis
Barrier and friction analysis
Friction or sludge reviews
Reframe
Redefine the challenge to unlock better solutions
Together, we reshape how the problem is defined because how you frame it shapes what you solve.
What this can involve:
Strategic workshops
Problem-mapping
Reframing briefs or strategies
Prioritisation frameworks
Design
Build strategies that
work in the real world
I help you turn behavioural insight into focused, practical action that holds up in complex settings.
What this can involve:
Behavioural strategy
Intervention design
Implementation guidance
Feedback & iteration planning
Not sure what you need? We can work it out together.
Writing and podcasts
I enjoy sharing my knowledge on behavioural science, AI and cultural psychology on my newsletters and podcasts.
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Culture, context, and cognition in systems.
Coming soon
Frequently Asked Questions
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Do you collaborate with agencies or other consultancies?Yes. I’m happy to work as part of a team, providing behavioural input or specialist insight alongside other partners - whether for research, strategy, or design projects.
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How do you usually structure projects and how long do they take?Every project is different - depends on the size, budget and the client's wishes for my involvement. I usually start by understanding the behaviour behind the challenge, then help reframe the problem and design strategies that fit your goals, resources, and constraints. The duration of a project depends on the scope. Diagnostics might take a few weeks, and a full strategy development can take several months. I’ll always work with you to agree realistic timelines.
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How do you charge for projects?I don’t list rates because project needs vary. I usually work on a project or retainer basis. If you’re unsure whether your brief or budget might fit, just ask.
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Do you take on more tactical research work?While my main focus is on strategic and complex challenges, I’m happy to consider well-scoped research or analysis work - especially where behavioural insight can add value. If you’re unsure whether your project fits, just ask.
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What happened to Square Peg Insight?I changed to a different legal structure and in the process I realised the name no longer reflected who I am professionally and the kind of work I do, so I decided to rebrand.
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What makes your approach different?I combine strategic thinking with a behavioural lens. I help clients see what’s really driving behaviour, reframe challenges, and design strategies that work in the real world.
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Can you share examples of past results?Yes. I’m happy to share anonymised examples of past work that show how I’ve helped organisations improve engagement, sharpen strategy, or align teams, depending on what’s most relevant to you.
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Do you offer ongoing support?Yes. I offer ongoing advisory work, fractional behavioural strategy, and training where it’s needed.
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Do you always follow the same process?No, every project is different. I tailor my approach based on your goals, constraints, and context - there’s no one-size-fits-all.
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What’s the best way to start working with you?Just get in touch. You don’t need a polished brief. Many of my projects begin with an open conversation about what’s going on and what’s getting in the way.
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Do you offer speaking or training?Yes. I give talks and run workshops on behavioural strategy, decision-making, and related topics. I tailor these to the audience and context. I'm an experienced speaker, and have presented at 25+ international industry events as well as webinars, and client workshops.
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What if we’re not sure how to define the problem?That’s often where I can help most. You don’t need to have the problem figured out. I can help make sense of it and work with you to frame it so that solutions become clear.
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What kinds of organisations have you worked with?I’ve worked with clients in sectors like healthcare, finance, consumer goods, tech, and government, across all sizes of organisation. My approach adapts to your context and scale.
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What kinds of challenges do you work on?I help organisations tackle complex challenges where behaviour plays a key role. This could be stalled growth, low engagement, team alignment, or strategy questions where the problem isn’t clearly defined yet.