S4 Ep11: Hacking The Human Mind with Richard Shotton

Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.

Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.

He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.

Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.

This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour.

PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324

Check out Richard's other books and consultancy here https://www.richardshotton.com/

02:56 Early Career and Frustrations

03:23 The Blood Donation Brief

04:54 Discovering Behavioural Science

05:53 The Role of Randomness in Career Paths

08:37 Generational Differences and Social Proof

11:42 The Power of Admitting Flaws

15:54 The Importance of Distinctiveness in Advertising

23:27 Challenges in Marketing Research

29:04 Testing Social Proof in Marketing

29:28 Applying AB Testing to Surveys

30:07 Case Study: Car Pricing Perception

32:40 The Rule of 100 in Discounts

36:24 The Impact of Discounting on Perceived Quality

39:55 Reframing Low-Cost Brands

41:06 The Power of Language in Marketing

45:36 Anchoring and Price Relativity

51:44 Fairness in Pricing Strategies

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