Richard Shotten

Any leader with responsibility for generating demand is in the business of influencing decisions. But how can you do that without understanding what drives them? This Business Breakfast will give you an introduction to the field of behavioural science as it applies to marketing, using a simple framework to make sense of academic findings. Richard Shotton is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. He has worked in marketing for 24 years and helps brands such as Google, Mondelez and Meta with their challenges. In 2021 he became an associate of the Moller Institute, Churchill College, Cambridge University and an honorary fellow of the IPA. His latest book is entitled The Illusion of Choice.