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March 22, 2023 | OTE Academy


Sherpa Society introduces


Applying Insights from
Behavioural Science to Marketing

A live Workshop in Athens
Richard Shotton
Author of books
“The Choice Factory” & “The Illusion of Choice"
Why this is for you

Anyone who works in Marketing is in the Business of Influencing Decisions. But how can you do that without understanding what drives them?

This workshop will give you an introduction to the field of Behavioural Science as it applies to Marketing, using a simple framework to make sense of academic findings. We'll pay particular attention to how to make your brand seem better value — a crucial challenge in today's economic climate.

In this one-day workshop, we'll cover some of the classic experiments that reveal the fascinating ways in which the human mind makes decisions about behaviour, as well as new and lesser-known research that will give your business the edge.

Most importantly, we’ll bring it all back to Marketing, always translating theory into practice in the context of your specific issues.

You’ll leave the session filled with new ideas for creative, effective approaches to your business and an understanding of why your ideas will work.

Exclusive training for a limited number of attendees

This workshop has been designed as an exclusive event. That’s why it will only be open to up to 50 participants, so that each attendee gets as much hands-on experience as possible and there is plenty of time for discussion and practice.

Real practice over theory

Today, more than ever, you need best practices, tactics, and actionable frameworks rather than theory. So, that is exactly what this workshop with Richard Shotton is about. Having worked with brands such as Google, Barclays and Co-op, our trainer specializes in turning theoretical insights from psychology and behavioural science into practical tactics for business advantage.
Who's Speaking?
As a consultant applying behavioural science to marketing to make it more effective, Richard Shotton has worked with brands such as Google, Barclays, BrewDog, GoCompare, Co-op, Freeview, Dyson and Fever-Tree. He specialises in turning theoretical insights from psychology and behavioural science into practical tactics for business advantage.

Prior to founding his consultancy Astroten, Richard was Head of Behavioural Science at Manning Gottlieb OMD and Head of Insight at ZenithOptimedia. During his time there, his team was voted “Research Team of the Year” by both Mediatel and MRG.

Richard’s first book, The Choice Factory, was published in 2018 and has sold over 70,000 copies in 12 languages. It was voted best sales and marketing book of the year 2019. His second book, The Illusion of Choice will be published in March 2023.

Richard has over 300,000 followers on LinkedIn and regularly Tweets about applied behavioural science under the handle @rshotton.
When and What
March 22, 2023
09:00 – 09:30
Pre-Event Coffee Networking & Registration
09:30 – 09:40
Opening Remarks
09:40 – 09:50
Session 1 - Introduction to Behavioural Science
● What is it and why is it important? (relevant, robust and its range of applications)
● The benefits of using a framework such as EAST
09:50 – 10:10
Session 2 - Make it Social
● How people (even professionals) look to others when making decisions - social proof
● The nuances of social proof
● The danger of claimed data
10:10 - 10:30
Session 3 - Working Session: Applying the principles of “Make it Social” to a problem
10:30 - 11:00
Session 4 - Make it attractive
● How to attract attention
● How to turn attention into memories
11:00 - 11:30
Coffee & Networking Break
11:30 – 13:15
Session 5 - Making Messages Attractive
● Counter-intuitive approaches
● How to make prices more attractive
13:15 – 14:00
Lunch Break - Let’s get some food while networking
14:00 - 14:30
Session 6 - How to Run Experiments
● Monadic tests
● Field experiments
14:30 – 14:45
Session 7 - Working Session: Applying these ideas to design our own experiment
14:45 – 15:15
Session 8 - Make it Easy
● The effect of friction on behaviour
● Counter-intuitive easy of making behaviour easier
● Times when we may want some friction
15:15 – 15:30
Coffee & Networking Break
15:30 – 16:00
Session 9 - Make it Timely
● How message differ according to timing
● Moments of habit destabilisation
● Habit formation
● Peak-end rule
16:00 – 16:30
Session 10 - Working Session: Applying the EAST framework to a problem
16:30 – 17:00
Further resources and close
Choose a Ticket

"The Super Loyalty" Option
(you save 25%)
You save 25% when booking a single or group ticket for 4 or more workshops.
  • 1 Single Ticket per workshop: 189€
  • 1 Group Ticket (1x3 single tickets) per workshop: 449€ (you save an extra 20%)
"The Loyalty" Option
(you save 15%)
You save 15% when booking a single or group ticket for 2 or 3 workshops.
  • 1 Single Ticket per workshop: 212€
  • 1 Group Ticket (1x3 single tickets) per workshop: 509€ (you save an extra 20%)
"The Take your Time" Option
  • 1 Single Ticket per workshop: 249€
  • 1 Group Ticket (1x3 single tickets) per workshop: 599€ (you save 20%)
  • 1 VIP Ticket per workshop: 599€
The VIP Ticket includes 1 Single Ticket & a 1-1 60’ meeting with the Sherpa

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