Richard Shotton

Behavioural Science for Better Marketing

Anyone who works in marketing is in the business of changing minds. How can you do that without understanding what drives decisions?

This session is an introduction to behavioural science applied to marketing, using a simple framework to make sense of academic findings. Richard will explore the classic experiments that reveal how people really make decisions, alongside lesser-known findings and some new research that will give you the edge.

Most importantly, he’ll bring it all back to marketing: every insight is translated into usable ideas for your specific challenges.

You’ll leave with a host of new ideas for creative approaches to your brief and an understanding of why these ideas will work.

The Behaviour Change Playbook for Pharma

We like to think that when it comes to health decisions, rationality prevails: doctors follow evidence, patients follow advice. But in reality, they don’t – even life-changing medical decisions are shaped by unconscious, predictable behavioural biases.

This session explores what behavioural science can tell us about how doctors and patients really make decisions, and what that means for your pharmaceutical marketing.

Using a straightforward framework, Richard will explore classic experiments as well as the latest research on medical behaviour. He’ll cover everything from how social proof shapes prescribing behaviour and why fear-based messaging can backfire, to the surprising role that timing plays in habit change.

If understanding what drives decision-making isn’t already central to your pharma strategy, it will be after this session.

The Behavioural Science of Pricing and Promotions

Making your brand feel better value is crucial in today’s climate. And behavioural science offers a way to do just that.

Too often, pricing tactics assume people behave like rational accountants – carefully calculating costs and benefits. But we don’t. Instead, we rely on shortcuts and biases we’re not even aware of.

In this session, Richard explores the hidden drivers behind consumer decisions and how you can use these to set and communicate prices more effectively.

He brings the ideas to life with plenty of real-world examples, so you can see how they work in practice, not just in theory.

You’ll leave with a clearer understanding of what shapes perceptions of value, plus simple, practical ways to apply those insights.

Using Behavioural Science to Encourage Sustainability

We know people care about the planet – most of us want to make more sustainable choices. But good intentions don’t always turn into action.

So how do you bridge the gap between what people say they care about and what they actually do?

In this session Richard explores how behavioural science can help. Using a simple framework, he’ll look at research that uncovers what shapes sustainable choices – from recycling, to choosing plant-based options, to reducing energy usage.

He brings this to life with real-world examples from both consumer and organisational contexts, showing what works in practice.

You’ll end up questioning some of the assumptions behind traditional methods for driving sustainable behaviour, but equipped with a sense of what actually works.

Supercharge your AI with Behavioural Science

Having AI tools is one thing – using them well is another. Here’s where behavioural science can help.

Drawing on the latest research, this session explores how behavioural science can help make AI more effective. Richard will look at topics like how to drive adoption, use AI more effectively in your marketing, as well as common pitfalls to avoid.

Along the way, he’ll emphasise the simple and practical implications for you, so you can see how to apply these ideas directly to your own work.

You’ll leave with knowledge of how to improve both the adoption and the effectiveness of AI, and how to make it a genuinely useful part of your marketing.