optimizing media using behavioural science
On January 28 thinktv welcomed back Richard Shotton, behavioural science consultant and author of the acclaimed book The Choice Factory, who presented Optimizing Media Using Behavioural Science.
Behavioural science is the study of how consumers actually behave, rather than how they claim to behave or how we want them to behave. In this webinar, Richard discusses how this topic relates to marketing.
In particular, the session looks at the role for behavioural science in channel selection, creative development and media optimisation. Richard reviews some of the classic experiments that reveal the fascinating ways in which the human mind makes decisions about behaviour, as well as some newer research that provides insights into improving advertising effectiveness.
Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.
Richard started his career as a media planner 20 years ago, working on accounts such as Coke, Lexus, and comparethemarket, before specialising in applying behavioural science to business problems.
He is the founder of Astroten, a consultancy that applies behavioural science to marketing.
He regularly runs training sessions with brands, big and small, using insights from behavioural science to help solve their problems.