Richard Shotton

Applies Behavioural Science to Marketing
  • Author of The Choice Factory (#1 Amazon bestseller, translated into 11 languages), 
  • Founder of behavioural science consultancy Astroten
  • Associate @ The Moller Institute, Churchill College, University of Cambridge

About Richard Shotton

Richard is the founder of Astroten, a consultancy that applies Behavioural Science to Marketing to make it more effective. Astroten was founded in April 2018 and since then has worked with brands such as Google, Barclays, BrewDog, GoCompare, the Co-op, Freeview, Dyson and Fever-Tree. Astroten specializes in turning theoretical insights from psychology and behavioural science into practical tactics for business advantage.

Prior to Astroten, Richard was Head of Behavioural Science at Manning Gottlieb OMD and Head of Insight at ZenithOptimedia. While Richard led the insight team, they were voted research team of the year by both Mediatel and MRG.

Richard wrote The Choice Factory in 2018. The book, which covers much of his behavioural science research, has been translated into 11 languages. It was voted best sales and marketing book at the 2019 Business Book Awards.

Richard regularly writes about applied behavioural science and has 300,000 followers across LinkedIn and Twitter.

Behavioural Science Workshop

Introduction to the session

a. What is behavioural science and why is it important (relevant, robust and its range of applications)

b. Introduce the EAST framework - a means of navigating the complexity of the topic

Section 1: How to make it social

Section 2: How to make it attractive

Section 3: How to make it easy

Section 4: How to make it timely

To find out more about this workshop, please contact us at