presented by Richard Shotton
We are all in the business of behaviour change. But understanding how consumers actually behave, rather than how they claim to, is not an easy task.
Find out how you can apply over 130 years' worth of academic research in behavioural science to make your brand more competitive, improve your products and make your communications more effective.
― Rory Sutherland, Alchemy
Richard is one of the most sought-after experts at the intersection of brands and behavioural science. For more than a decade now, he's been teaching marketers and advertisers how to craft their product and communications so that they work with human nature, rather than against it.
His best-selling book The Choice Factory can be found on the bookshelves of marketers, businesspeople and academics worldwide.
“Working with Richard was awesome - he provided practical advice that quickly had a big impact.”
James Watt, Founder, BrewDog
“Richard has a perfect blend of academic and business insight, whilst being thoroughly engaging. He builds on the behavioural biases that marketers can exploit to influence consumers and then workshops the biases around live business challenges. The feedback from my marketing team has been phenomenal and we will definitely work with Richard on future projects!”
Nick Ashworth, Marketing Director, DFS Furniture
“It's like seeing daily life annotated with neon markings. All those human behaviours that are so normal they mould into the background, suddenly get thrusted into the foreground with clear insights that once revealed are head-smackingly obvious but until that point go unnoticed. This has allowed us to have a greater understanding of our sales and marketing tools (...) as well as highlighting ways that we can improve our execution.”
Jeremy Kanter, Chief Marketing Officer, Fever Tree
“We’re currently trialling several initiatives inspired by Richard in the field to great effect. It’s rare that you find a consultant so well versed at making the complicated simple and can also provide a catalyst for putting the teachings into practice in a simple, practical way. Anyone who is serious about changing consumer behaviours in some way should give Richard a call.”
Owen Jenkinson, Marketing Director, Freeview
For this masterclass, Richard has prepared his entire workshop and training oeuvre - and then some.
On top of the lectures, all students will receive access to the brand new CREATES framework and a detailed resource wiki.
Why it's useful. Frameworks. CREATES framework for brands and agencies.
Behavioural biases and how we are influenced by others. Social Proof. Case studies. Danger of claimed data (...)
Literal vs. lateral applications in the real world. Mutual and averted gaze. Danger of claimed data (...)
Distinctiveness & how to achieve it. Why distinctiveness boosts status (...)
Concreteness. Generation effect. Primacy. Context-dependent memory.
Messenger effect. Scarcity. Illusion of control. Pratfall effect. Case studies (...)
How can marketers make their brands and products appear more trustworthy?
In this section, we will be discussing a range of biases that can be applied to make an offering more attractive. Language framing. Keats Heuristic. Loss aversion. Power of because (...)
How we see prices in relative, rather than absolute terms. Extremeness aversion. Order effects of anchoring. Decoy effect.
How marketers can apply behavioural science to their pricing. Power vs. danger of free. Charm prices. Price as a badge.
The importance of context in determining behaviour. Fundamental attribution error. Mood, noticeability, believability.
How to design an experiment and implement the findings. Monadic testing. Temporal reframing. Field testing.
In this section, we will discuss the importance of making the desired behaviour as easy as possible, as well as counterintuitive biases relating to removing friction.
In this section, we will discuss how, occasionally, the opposite of a good idea is another good idea (...)
The importance of (consumer) habits. How and when to break them and create new ones (...)
A discussion on how behavioural science can be applied ethically.
We will apply the ideas which we have learned throughout the course to a problem.
In this final section, we will summarise the learnings and talk about the next steps.
Only 45 seats will be made available in 2023.
Only 45 seats will be made available in 2023.
Only 45 seats will be made available in 2023.
Prices do not include VAT. For team packages please let us know at info@furmint.io and we'll sort it out.