Date: September 19th 2018
Time: 9:30 for 10am start to 13:30
Location: The Linnean Society of London, Burlington House, Piccadilly, London W1J 0BF
Best Behaviour: Why People Don’t Simply Do What They’re Told
This workshop will provide an introduction to the key concepts of behavioural economics and behavioural science, and how they can be used to successfully change the behaviour of your customers, clients and staff.
Recent advancements in social psychology, neuroscience and behavioural economics (collectively behavioural science) have led to a deeper understanding of what influences how we behave. Specifically: we think less than we think and subtle, subconscious influences (‘nudges’) have a stronger impact on our behaviour than traditional models of economics, marketing and business assume.
As such, it is important to both understand what those subconscious influences might be (known as heuristics and biases), and to pilot experiments that get to these real, subconscious (implicit) drivers of behaviour.
This is what behavioural science is all about.
This course will bring you some of the latest research into decision-making and demonstrate many practical and fun examples as applied to the real world, including the facilitator’s own unique experience of delivering behaviour change interventions for the governments of the UK and Australia, as well as a diverse range of commercial clients.
Delegates will be given insight on how behavioural science can influence our personal and professional lives, and will experience some common techniques for themselves during the course, through a number of interactive exercises. Delegates will be introduced to a simple framework to enable them to successfully change the behaviour of others in a wide range of personal and professional contexts.
Key takeaways will include:
- To understand what is meant by behavioural science/behavioural economics, and it’s relevance
- To better understand how humans make decisions, and that these are often irrational/instinctive/unthinking
- Understand how applied behavioural science can deliver business benefit, often at low/no cost
- To learn about how human decision making can be influenced through applied behavioural science in the real world
- To learn a framework for applying the principles of behavioural science to change behaviour of customers, clients and staff
(Suitable for beginner level)
Richard Chataway, Founder, Communication Science Group
Richard is one of the most experienced practitioners in applied behavioural science in the UK. His strategy for the #XTL campaign (a social media campaign addressing domestic violence) won the Global Festival of Media Campaign of the Year in 2014, and he also led the development of the world’s most successful stop smoking mobile app (My QuitBuddy).
Richard has led communications strategy for both local and central government in Australia and the UK, and has advised commercial clients including IKEA, Pfizer, Sainsbury’s, ING, ITV, BT, Kimberly Clark, American Express, InterContinental Hotels Group, Campari, FOX Networks, Starbucks and Unilever. He was the first dedicated Head of Ogilvy Change, the only embedded behavioural practice in a communications agency, prior to launching his business Communication Science Group, where he has trained clients including Google and Lloyds on how to use applied behavioural science.
He has conducted training for call centre personnel, marketing directors, press officers, media planners, creatives and everything in between. A frequent conference speaker throughout Europe, Richard and his team also hosted the 2016 ‘Nudgestock’ festival of behavioural science.
ABP members: £60
BPS members: £90
Non ABP or BPS members: £160
Annual membership: £60 dd
By joining the ABP, you’ll immediately be entitled to the member rates.