Consumer.Innovation.Technology

How Behavioural Science Can Transform Brands and Business Performance

Wednesday 9 February 16.00-17.30 (GTM) via Zoom

Programme

16.00pm: Introduction
16.05pm: Richard Shotton, author of The Choice Factory, keynote talk
16.35pm: Interview with Richard Shotton by Richard Siddle
16.55pm: Nik Modi, Managing Director RBC Capital Markets presents: the five most important themes of consumer behaviour for the next five years. 
17.10pm: Panel debate looking at behavioural science and how it can be applied to the drinks, retail and hospitality sectors with Richard Shotton, Nik Modi and 
Joe Fattorini, Managing Director Trade, Pix
Kevin Shaw, Founder, Stranger & Stranger
Lisa Milward, Strategy and Insights Controller, FXC Brands

Panel discussion to focus on:

* Tracking and predicting consumer trends different tools/ sources
* Key consumer trends in 2022/23
* Behavioural science techniques

Behavioural Science Session with Richard Shotton

1. Introduction

   1. What is behavioural science and why is it important?

   2. The EAST framework 

2. Make it social

   1. How consumers look to others when making decisions

   2. How social proof can be used creatively  

3. Make it attractive

   1. How consumers don’t have enough time or energy to weigh up decisions rationally 

   2. Using the Von Restorff effect and the power of distinctiveness to attract attention

   3. How concrete language is more memorable than abstract language

   4. How to make prices more attractive

4. Make it easy

   1. How small pieces of friction can have a disproportionate influence on behaviour

   2. Applying lateral thinking to the principle of make it easy

   3. Rare occasions you might want to add friction

5. Make it timely

   1. How the same message can have a markedly different effect depending on when people hear it

   2. How to create habits