Future Proof
Behavioural science in practice: Unlocking the magic
Jan 31, 2024
Dr. Nicki Morley talks with Dan Bennett, Lead of UK Behavioural Science Practice at Ogilvy, about using behavioral science to unlock creativity. Topics include airport security, misconceptions about single nudges, and testing persuasion strategies in marketing.
19:36
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Quick takeaways
- Behavioral science can offer unique solutions to complex problems and should be integrated with other areas of expertise.
- Testing assumptions and challenging beliefs leads to new insights and more effective persuasion strategies in behavioral science.
Deep dives
The Practical Side of Behavioral Science
Behavioral science is not just about being the enforcer of ideas, but rather inspiring creative thinking and showing multiple ways to change behavior. By embracing a divergent approach, behavioral science can offer unique solutions to complex problems and provide new perspectives on how people truly work. It is important to realize that behavioral science should not be isolated, but instead integrated with other areas of expertise to maximize its impact. Utilizing existing case studies and starting with small, tangible projects can help organizations see the value of behavioral science and build confidence in its potential.
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