Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioral science to advertising.
Richard started his career as a media planner 20 years ago, working on accounts such as Coke, Lexus, and comparethemarket, before specializing in applying behavioral science to business problems.
He is the founder of Astroten, a consultancy that applies behavioral science to marketing.
He regularly runs training sessions with brands, big and small, using insights from behavioral science to help solve their problems.
In his new book, The Choice Factory, Richard Shotton explains the motivations and behaviours that drive people’s buying decisions. He began his career as a media planner almost two decades ago, working on accounts such as Halifax, Coke, 118 118, and on comparethemarket.com, before moving into research. Today Richard speaks about the impact and outcomes of the behavioural pyschology experiments he runs for titles such as Marketing Week, The Drum, Campaign, Admap and Mediatel.
In The Choice Factory Richard observes one typical day of consumer decision-making, from food choices to work-place politics and investigates just how much our behaviour is shaped by our psychological shortcuts. He draws on evidence from academia, from real-life ad campaigns, and from his own contemporary research.
Twenty-five short chapters each address a single cognitive bias and outline simple ways to apply the lessons learned to today’s most difficult marketing challenges. He adds insights from interviews with some of the finest thinkers in marketing and advertising, including Mark Earls, Lucy Jameson and Rory Sutherland.