This interactive workshop will introduce you to the key concepts of behavioural economics and behavioural science, and show you how they can be used to successfully change the behaviour of your customers, clients and staff. Delegates will also hear from behavioural science in advertising expert Richard Shotton, and receive a free copy of his best-selling book: ‘The Choice Factory’.

Recent advancements in social psychology, neuroscience and behavioural economics (collectively behavioural science) have led to a deeper understanding of what influences how we behave. Specifically: we think less than we think and subtle, subconscious influences (‘nudges’) have a stronger impact on our behaviour than traditional models of economics, marketing and business assume.

As such, it is important to both understand what those subconscious influences might be (known as heuristics and biases), and to pilot experiments that get to these real, subconscious (implicit) drivers of behaviour.

This is what behavioural science is all about! By attending this workshop you will get an introduction on how to effectively use this exciting new discipline in your work and life.

Details

This one day course will introduce delegates to the fascinating world of behavioural science. We will bring you the latest research into decision-making and demonstrate many practical examples as applied to the worlds of digital media, marketing, customer experience, advertising and sales.

Delegates will learn how behavioural science can influence our personal and professional lives and will experience it for themselves during the course, through a number of interactive exercises. Delegates will be introduced to a simple framework to enable them to successfully change the behaviour of others in a wide range of personal and professional contexts.

++++++++++++++Plus, get a FREE COPY of Richard Shotton’s book “The Choice Factory: 25 Behavioural Biases That Influence What We Buy”

At this workshop you will…

1) Understand what is meant by behavioural science/behavioural economics, and its relevance
2) Better understand how humans make decisions, and that these are often irrational/instinctive/unthinking
3) Understand how applied behavioural science can deliver business benefit, often at low/no cost
4) Learn about how human decision making can be influenced through applied behavioural science in the real world
5) Learn a framework for applying the principles of behavioural science to change the behaviour of customers, clients and staff

Speakers

Richard Chataway - one of the most experienced practitioners in applied behavioural science in the UK, founder of Communication Science Group and a board member of the Association for Business Psychology. He has conducted training for call centre personnel, marketing directors, press officers, media planners, creatives and everything in between, for clients including Google, Lloyds, Public Health Wales and the IAB.

Steve Thompson - with expertise and experience in the digital industry spanning 20 years of media disruption and innovation, he specialises in talent development in digital publishing, marketing and advertising. His work includes digital consultancy, talent identification, talent development, recommending digital expertise and facilitating customer development programmes, as well as speaking at conferences and events.

Richard Shotton (Guest Speaker) – has explored how social psychology and behavioural science can be applied to advertising to make it more effective. He regularly writes for publications such as AdMap, Campaign, The Drum, and Marketing Week. His first book, The Choice Factory, on how findings from behavioural science can be applied to advertising, was published in February.