BEHAVIOURAL SCIENCE

FOR BRANDS
WITH RICHARD SHOTTON
 COURSE OVERVIEW

There has been an awful lot written about behavioural science and psychology. So, do we need another course?
7KHVKRUWDQVZHULV\HV7KLVFRXUVHLVGL΍HUHQW

0RVWFRPPHQWDWRUVKDYHIRFXVHGRQGHVFULELQJWKHȴQGLQJVRIEHKDYLRXUDOVFLHQFH7KDWȇVXVHIXOEXWLWȇVQRWLGHDOIRU
marketers or those running their own business.

ΖQVWHDGRIGHVFULELQJDFDGHPLFȴQGLQJVWKLVFRXUVHZLOOVKRZKRZ\RXFDQHDVLO\DSSO\WKHPWRPDNH\RXUEUDQG
even more successful.

How can we do this?

We will look at a wide variety of biases (not just the most popular ones) and explain how you apply them.

%XWYDULHW\FDQEHFRQIXVLQJVRZHȇOODOVRLQWURGXFHDVLPSOHIUDPHZRUNIRUQDYLJDWLQJWKHFRPSOH[LW\

34 bite sized lessons.

30
COURSE DURATION (DFKOHVVRQDSSUR[PLQV/HDUQLQ\RXURZQWLPHZLWKOLIHWLPHDFFHVV

BRAINS BEHIND THE COURSE

CANNES LIONS RICHARD SHOTTON CRISTINA BALANZÓ TARA AUSTIN

6LQFHLWVȴUVWRXWLQJLQ
the Cannes Lions International
Festival of Creativity has been
bringing the creative
communications industry
together every year at its
one-of-a-kind event in Cannes
to learn, network and
FHOHEUDWH1RZIRUWKHȴUVW
time anyone in the world can
learn from and be inspired
from the best of the best in
the industry all from the
comfort of your own home.
Richard is the author of The
Choice Factory, a best-seller
now translated into six
ODQJXDJHVΖWZRQ%%+ȇVȆ:RUOG
&XSRI$GYHUWLVLQJ%RRNVȇȂD
SROORIQHDUO\PDUNHWHUV
WRȴQGWKHEHVWERRNHYHU
written on advertising.
Richard is the founder of
Astroten, a consultancy that
uses insights from behavioural
science to help brands solve
their communication
challenges.
Ph.D., Consultancy Director /
Board Member of Walnut
Unlimited, the human under-
standing agency within the
Unlimited Group. Prior to this,
Cristina was Global Head of
Neuroscience at TNS. Cristina has
RYHUHOHYHQ\HDUVȇH[SHULHQFHLQ
advertising agencies, including the
position of Strategic Planner at
McCann Erickson. Cristina holds a
degree in Sociology and a Ph.D. in
Communication. Her doctoral
thesis deals with improving
DGYHUWLVLQJH΍HFWLYHQHVVDQG
consumer insight using cognitive
neuroscience approach
Tara Austin is Chief Strategy
2ɝFHUDW.LQGUHGDFUHDWLYH
agency that specialises in
delivering positive change
across the public and private
sectors. With a decade in
brand strategy behind her at
Publicis and Ogilvy, Tara
considers herself fortunate to
have been at the forefront of
the revolution in applied
behavioural science as one of
the founding members of
Ogilvy Change, the dedicated
behaviour change practice at
Ogilvy.

WARC
:$5&SURYLGHVWKHODWHVWHYLGHQFHH[SHUWLVHDQGJXLGDQFHWRPDNHPDUNHWHUVPRUHH΍HFWLYHΖQIDFWLWȇV
RXUPLVVLRQWRVDYHWKHZRUOGIURPLQH΍HFWLYHPDUNHWLQJ2XUFOLHQWVLQFOXGHWKHZRUOG
VOHDGLQJEUDQGV
advertising and media agencies, media owners, research companies and universities - including the
WRSȴYHODUJHVWDJHQF\JURXSVDQGWRSȴYHODUJHVWDGYHUWLVHUVLQWKHZRUOG7KH\UHO\RQXVIRUULJRURXV
unbiased information and advice on almost any advertising and marketing issue, which we deliver via
best practice guides, case studies, research papers, special reports and advertising trend data, as well as
via webinars, awards, events and advisory services.
 TOPICS COVERED

AN INTRODUCTION TO WHY CONTEXT IT'S ALL

BEHAVIOURAL SCIENCE MATTERS RELATIVE

An intro to behavioural science. 'LVFRYHUKRZFRQWH[WLQȵXHQFHVWKH Learn how you can position your brand
way your message is received. by drawing relative comparisons.

1) The C.R.E.A.T.E.S. Model For Marketing 1) What Do We Mean By Context? 1) Price Relativity

2) 3 Reasons Why You Need To Know 2) In The Mood For Advertising 2) Extremeness Aversion
About Behavioural Science
3) The Power of Context 3) Anchoring
3) The Danger Of Listening To Customers
4)
4) The Consumption Context 4) What Do We Mean By 'Relativity'?
4) What Is Behavioural Science?
5)
7KH0HGLDΖQȵXHQFH

MAKE IT TIMING IS MAKE IT

ATTRACTIVE EVERYTHING EASY

Learn the simple techniques to make 8QGHUVWDQGKRZWLPLQJLQȵXHQFHV The easier you make something to do,
your brand as attractive as possible. consumer behaviour. the more likely it will be done.

1) Framing 1) Nine Enders 1) Is easier always better?

2) The Power of Emotion 2) Being Timely 2) Easy does it

3) The Keats Heuristic 3) Moments of Flux 3) The underestimated power of ease

4) Scarcity 4) Defaults

5) Pricing 5) Beware of choice paralysis

GET SOCIAL
7KHYRQ5HVWRU΍(΍HFW

7KH3UDWIDOO(΍HFW
Master how to leverage our inherent
VRFLDOQDWXUHIRU\RXUEUDQGȇVEHQHȴW

1) Lateral Not Literal

2) The Power of Social Proof

3) Can Media Planning Learn From The Theatre?

4) Publicise Your Popularity

5) The Devil Is In The Detail

6) The Peak-End Rule

AVE. RATING 4.87

JAN M. ANDY V. MAREN M.

CZECH REPUBLIC USA UK

I read Richard Shotton book and loved it,
this course is a great sum with a lot of
examples from marketing which is
something that I miss on the internet.
Thank you!
I heard about this from a colleague at
Google, is a really handy straightforward
guide to behavioural science, I had little
SULRUNQRZOHGJHRIWKHȴHQGEXWIRXQGLW
easy to understand and full on interesting
case studies, experiment, biases and
frameworks.
0DQDJHGWRȴQLVKWKLVLQDGD\VWDUWHGLQ
the morning and couldn't stop, really
enjoyed learning about the biases and
examples, is eye opening to see how
easily we can be nudged to change our
behaviour.
 PUTTING CREATIVITY AND FUN INTO LEARNING

<RXNQRZZKDWȇVDZIXODERXWHOHDUQLQJFRXUVHV"WKH\WHQGWREHSUHWW\GXOOIHZSHRSOHFRPSOHWHWKHPDQGWKH\DUH
UDUHO\SUDFWLFDO:KDWIXQLVWKDWNLQGRIOHDUQLQJ":HȇOODQVZHUWKDW12)81$7$//

You know what is fun? Adding creativity to learning, we make it feel like a game and look beautiful, and because your
OHDUQLQJIURPWKHSHRSOHDQGEUDQGVWKDWGRWKHMREGD\LQGD\RXW\RXȇOOOHDUQDOOWKHUHDOSUDFWLFDOVNLOOVQHHGHGWR
PDVWHU\RXUFKRVHQWRSLFΖWȇVOLNH\RXȇUHWDNLQJDQLQWHUQVKLSEXWZLWKRXWWKHQHHGIRUDQLQWHUYLHZRUWUDYHO

$WWKHHQG\RXȇOOHYHQJHWDEHDXWLIXOSHUVRQDOFHUWLȴFDWLRQWRSURYHWRRWKHUVKRZVPDUW\RXDUH

SPECIAL FEATURES

LEARN ON BITE SIZED 24-7

ANY DEVICE LESSONS SUPPORT

PROGRESS GAMIFIED BRANDED

ANALYTICS LEARNING CERTIFICATION
ON COMPLETION

BLENDED LEARNING
The learning is brought to life through a mix of video, text and illustrations. Every lesson is told as a short story
DQGDWWKHHQGRIHDFKOHVVRQWKHUHȇVDTXHVWLRQWRKHOSPDNHVXUH\RXXQGHUVWRRGZKDW\RXMXVWOHDUQHG

WHY THE NUMBER 42?

:HFKRVHWKHQXPEHUEHFDXVHLWȇVWKH$QVZHUWRWKH8OWLPDWH4XHVWLRQRI/LIHWKH8QLYHUVHDQG
(YHU\WKLQJFDOFXODWHGE\DQHQRUPRXVVXSHUFRPSXWHUQDPHG'HHS7KRXJKWRYHUDSHULRGRIPLOOLRQ\HDUV'RQȇWEHOLHYHXV"
*RRJOHȊ$QVZHUWRWKH8OWLPDWH4XHVWLRQRI/LIHWKH8QLYHUVHDQG(YHU\WKLQJȋ
“The illiterate of the 21st century will not be those who
cannot read and write, but those who cannot learn,
unlearn, and relearn.”

- ALVIN TOFFLER