Tara Austin
Behavioral and brand strategist and Partner at Ogilvy's Behavioral Science Practice, co-host of NudgeDoc, known for applying behavioral science to advertising and public campaigns such as Babies of the Borough and recycling initiatives.
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26 snips
Jan 7, 2026 • 1h 2min
Interview: Tara Austin, behavioral strategist at Ogilvy, on how small behavioral cues drive large-scale change
Tara Austin, a Behavioral and brand strategist at Ogilvy, breaks down how small behavioral cues can prompt big changes. She discusses innovative campaigns, like using baby faces on shop shutters to curb vandalism, and highlights the impact of scarcity on demand, evidenced by KFC's $1 chips promotion. Tara emphasizes the importance of creativity in marketing, especially in an age dominated by AI, and shares insights on audience analysis for effective segmentation. She also advocates for psilocybin access to improve mental health, showcasing her multifaceted approach to behavior and marketing.
13 snips
Feb 26, 2018 • 28min
The Big Impact of Small Changes
You don’t make decisions in a vacuum. Context matters, perhaps more than you think. On this episode of Choiceology with Dan Heath, we explore the subtle, sometimes hidden structures that influence your decisions. You’ll see how small changes in the way choices are presented can have a huge impact on everything from vandalism to traffic congestion to retirement savings.
Tara Austin of Ogilvy Change tells the dramatic story of how she and her team worked to reduce street crime in a London neighborhood after a devastating riot. It was a surprisingly simple project that had a measurable impact. You can see images from the project in this BBC News article.
You’ll also hear about an experiment we ran on a busy intersection in an attempt to reduce collisions between bicycles and pedestrians—using nothing but a roll of duct tape.
And behavioral design expert Sille Krukow explains how choice architecture can channel our inherent laziness to help us make better decisions.
After listening, you can read our bonus article Nudge Yourself to learn even more about how to turn smart decisions into easier ones.
Choiceology is an original podcast from Charles Schwab. For more on the series, visit schwab.com/podcast.
If you enjoy the show, please leave a ⭐️⭐️⭐️⭐️⭐️ rating or review on Apple Podcasts.
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