Richard Shotton

Founder, Astroten

Session: How you can make your marketing more effective in tough economic times by harnessing behavioural science
9:45 - 10:30, April 8th 2024, Strategy
Anyone who works in marketing is in the business of influencing decisions. But how can you do that without understanding what drives them?

This session will show how behavioural science can be applied to marketing, using a simple framework to make sense of academic findings. In our session, we’ll cover some of the classic experiments that reveal the fascinating ways in which the human mind makes decisions about behaviour, as well as new and lesser-known research that will give you the edge.

Most importantly, we will always translate theory into practice in the context of a challenging economic climate


Richard Shotton specialises in applying behavioural science to marketing. He has worked in marketing for 22 years and, in 2018, founded Astroten, a consultancy that helps brands such as Google, Facebook, BrewDog, and Barclays with their challenges. He is the author of The Choice Factory, a best-selling book available in 12 languages, which explains how behavioural science can solve business challenges. In 2021 he was made an honorary fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.