How can behavioural science improve advertising?
3 May 2018
How can behavioural science improve advertising?

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.

Richard Shotton

Richard Shotton is an author, consultant, conference speaker, and trainer who specialises in behavioural science and marketing. He began his career 21 years ago before setting up his own company, Astroten, which works with clients including Google, Facebook, the AA, BrewDog, and Fever-Tree. Richard is the author of The Choice Factory, which explains how behavioural science can solve business challenges. The Choice Factory was a #1 Amazon bestseller and is available in 12 languages. In 2021 Richard became an honorary lifetime fellow of the Institute of Practitioners in Advertising and an associate of the Moller Institute, Churchill College, Cambridge University.

Karen Correia da Silva

Dr. Karen Correia da Silva is a Senior Behavioural Analyst at Canvas8, where she uses ethnography and semiotics to help brands to better understand people. As a diversity and inclusion scholar in media and organisational behaviour, Karen’s ten years of award-winning qualitative research and consultancy work has helped creatives, organisations, FTSE 100 companies, and public policymakers to work better, do better, and be better.