In a study published in The American Naturalist, a group of scientists led by the Zoological Society of London (ZSL) have used a technique developed to study human consumer choices to investigate what influences a baboon’s foraging decisions. The technique, known as discrete choice modelling, has rarely been used before in animal behaviour research. It showed how baboons not only consider many social and non-social factors when making foraging decisions, but also how they change these factors depending on their habitat and their own social traits.