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16 Feb 2018

How do you apply behavioural science to the discipline of planning and creativity? Kevin Chesters reviews The Choice Factory by Richard Shotton.

25 May 2017

In a new approach to strategy events we held the first ‘APG Thinking Around Corners’ of the year. Designed to ask some hard questions and look at how they generate different responses and approaches.

23 Mar 2017

David Ogilvy famously said, “The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say.” This scepticism towards claimed data is shared by most social psychologists.

16 Mar 2017

One of the appealing aspects of behavioural science is that rather than being a single, over-arching theory, it’s a broad collection of biases. That means it’s flexible enough to be applied to the variety of problems we’re trying to solve for brands.

9 Mar 2017

This week I’ve shared what I think are some of the best books, blogs and events on the topic. In the following weeks I’ll discuss some broad themes such as why observed data trumps claimed data and why we should give as much weight to target moments as target audiences...

22 Jan 2016

Think outside the client brief; understand the other things the client needs, and think of what you could do to help. Think of new fresh things to do that are not on the media plan. Even come up with ideas for brands or charities or agency initiatives that are nothing...

30 Sep 2015

I’ve found this formula very useful for any behavioural change brief, whether trying to get smokers to quit or trying to get people with gum disease to do something about it. Its origins are in organisational change but I don’t see any reason why it shouldn’t work more...

3 Jul 2015

Matthew Willcox has written a book called ‘The Business of Choice: Marketing to Consumers' Instincts'. It's meant to help understand how human instincts and intuitions can lead to work that gets your brand chosen.

20 Mar 2015

Does being continuously served-up only relevant branded communication come at the cost of free will, and is that too high a price to pay? Is it just a little too Big Brother and in fact is having the choice to think how we wish to, free of being ‘monitored’ in a manner...

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