In this week’s episode of “Marketing Today,” I speak with Richard Shotton, author of the book, “The Choice Factory: 25 Behavioural Biases That Influence What We Buy,” which was published earlier this year.
Shotton started in advertising as a media planner, working on brands such as Coke and Lexus, before becoming inspired by the idea of applying behavioral psychology to business problems. Presently, he is head of behavioural science at Manning Gottlieib OMD in London. In addition, he recently founded the consultancy Astroten.
During our conversation, Shotton outlines the thinking and methodology that went into writing his book. “What I have most loved is the freedom to go out and run a test to prove a point -- not to have to rely on other people’s findings," he says.
"It’s so easy to set up a psychological experiment. I find that really exciting and liberating — starting a project, not knowing if it’s going to work or not, and then generally finding an interesting insight at the end that you can apply. I think that’s what I find most exciting about the job.”
Highlights from this week’s “Marketing Today” podcast include: