/ Make it matter.

For customer focus that pays off.

Targeted sustainable growth through customer focus.

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/ straight.one

We are the experts for success through customer focus.

Evidence based – Accurate – Implementation oriented

/ Reality Focus

For solutions that withstand real life.

/ Behavioral Focus

No made-up stories - know what really changes your customers’ actions.

/ Implementation Focus

For real solutions - it’s all about what you can do with it. 

/ What we Do


How can I grow sustainably and soundly in the future?



How do I create products that really strike a chord with my customers?



How can I improve my customers' willingness to pay?



How do I help my customer make better decisions?


/ How we do it

Behavior = Close to reality

Real life is the yardstick. Our aim is to provide knowledge and solutions that withstand the real world.
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What is Behavioral Economics?

Even though we like to see ourselves in a different light, people are often pretty bad at making decisions. Frequently, they don't choose the best or most logical option, but choose a solution that doesn't seem to be ideal. This is reality.
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Customer Thinking Process

Focus everything around your customers and be successful in the long term. Customer focus creates sustainable growth. Customer focus isn’t an attitude, but a science. Find out with us what your customers really want - and above all - what you actually have to do so that your solution offers a real added value.

We’ve developed structured and goal-oriented success principles, based on the scientific findings of behavioral economics and the agile principles of design thinking. 

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There’s only one way to be continuously successful - and to remain even more important: Create the greatest added value for your customers.

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/ Learning Base

/ Agile WOrkroom

Our world changes faster and faster.

Every day new products and new technical possibilities flood the market, and the product life cycle gets dramatically shortened. Flexibility and agility are required to keep up with customers and their needs. Are you already using an agile research framework to meet these challenges?

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/ about straight.one

We are experts for more success and customer focus.

As experts in customer behavior, we empower companies to develop and market products and services that really hit the nerve of their customers.

Who we are

Bastian Verdel

Managing Partner 
Behavior Solutions
(0049) 911 2177 380

Michaela Verdel

Managing Partner 
Behavior Science
(0049) 911 2177 380

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StraightONE GmbH
Fürther Straße 54
90429 Nürnberg

(0049) 911 2177 380


Free Mini Course

Register now for the free online mini- course: Behavioral Economics Effects
 (in German)
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