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We provide support to people making tough decisions.

But what makes us unique? That’s a more involved question.

Our approach at Applied Decision Science is based on Naturalistic Decision Making (NDM) theory. NDM’s focus is on the decision-maker in the context of his/her environment and stands in contrast to traditional models of decision-making (e.g., Bayesian or other normative approaches). NDM places its emphasis on studying how decision-makers really operate in the field and strongly leverages field research to generate its findings. NDM has its theoretical underpinnings in the Recognition-Primed-Decision Model, which places significant focus on
 the rapid, instinctual (or gut) decisions that are required in
environments where conditions are complex and evolving rapidly.

ADS is unique in that it leverages the NDM framework to structure and evaluate decision-making challenges and combines that framework with the practical knowledge of how to design, develop and implement real-world tools.