12 episodes

If you are in business, you are in the business of behaviour. This podcast accompanies Richard Chataway's book (published February 2020 by Harriman House), and is all about how behavioural science can help us answer the key challenges facing business today. It explains why every business, big or small, needs to better understand behaviour to succeed.

The podcast features extracts from interviews with over 20 different experts, to get the latest and best insights on the amazing work they're doing applying behavioural science around the world.

You'll get to hear from people who are experts in fields as diverse as marketing and advertising, technology, AI and data, recruitment and management, and consumer research.

It's time for businesses to shape behaviour rather than simply react to it. This podcast helps tell you how.

Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

The Behaviour Business Podcast Richard Chataway

    • Business

If you are in business, you are in the business of behaviour. This podcast accompanies Richard Chataway's book (published February 2020 by Harriman House), and is all about how behavioural science can help us answer the key challenges facing business today. It explains why every business, big or small, needs to better understand behaviour to succeed.

The podcast features extracts from interviews with over 20 different experts, to get the latest and best insights on the amazing work they're doing applying behavioural science around the world.

You'll get to hear from people who are experts in fields as diverse as marketing and advertising, technology, AI and data, recruitment and management, and consumer research.

It's time for businesses to shape behaviour rather than simply react to it. This podcast helps tell you how.

Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

    The Behaviour Business Episode 11 - Behavioural Science for Better Marketing

    The Behaviour Business Episode 11 - Behavioural Science for Better Marketing

    John Wanamaker famously said "Half of all my advertising spend is wasted - the problem is I don't know which half." 75% of all viewable online ads are totally ignored by consumers. How do make sure that the brands we create are noticed, remembered, and (most importantly) bought?

    Any business needs to get people to buy it's products and services to generate revenue, and this is the goal of marketing. But a lot of marketing doesn't succeed. Assuming you've created a great product or service, and developed it as a brand - how do you then get people to buy it?

    Behavioural science, by giving us a better understanding of how and why people actually buy, has given us ways of delivering more effective marketing, including by informing the growing discipline of marketing science. In this episode you'll hear from leading experts about this, as well as why you shouldn't necessarily lower a product's price to get more sales, and why killing the Milky Bar kid is generally a bad idea.

    In this episode you'll hear from:

    - Leigh Caldwell, co-founder of The Irrational Agency, on why having the cheapest product is not always good, and why the context of our pricing decisions is critical;
    - Nick Mason, founder of Turtl, on the importance of visual information in marketing and why B2B marketing needs to appeal to more emotional (not rational) drivers of behaviour;
    - Mike Follett, co-founder and MD of Lumen Research, on why people are very, very good at ignoring marketing, and how to win the battle for attention to deliver marketing success;
    - Kate Waters, Director of Client Strategy at ITV, on how to shorten the odds of creating great marketing campaigns, and why the incentives often mean that innovation is prioritised over effectiveness in advertising;
    - Sam Tatam, Head of Behavioural Science at Ogilvy Consulting, on how behavioural science adds value to marketing through generating effective counter-intuitive solutions, and by giving a scientific foundation to creativity.

    If you want to know how to understand get people to buy - in other words to simply do marketing better - then have a listen.

    Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

    • 56 min
    The Behaviour Business Episode 10 - How Brands Help Us Buy

    The Behaviour Business Episode 10 - How Brands Help Us Buy

    Why is going to a foreign supermarket so confusing? Why did the very first car ads not feature a car? And whatever happened to Douglas, the animated trombonist from the Lurpak ads?

    Some brands are instantly noticeable, recognisable, familiar, and reassuring - and others are not. Millions are spent on developing and advertising brands every year - but how do they help businesses sell more? And how do we create effective brands that drive purchase?

    In this episode we hear from some leading experts on how behavioural science explains how brands help us buy - in particular, how some of our most common heuristics (mental shortcuts) are actually the brands we see everyday.

    We'll also find out why an ad for Yorkshire Tea reduced me to tears, and why there is always a packet of Australian biscuits in my fridge.

    In this episode you'll hear from:

    - Richard Shotton, author of 'The Choice Factory', on how brands help us navigate a complex world, and why it's not enough for brands to claim to have a higher purpose to sell more product;
    - Eaon Pritchard, author of 'Where Did It All Go Wrong', on the value (or not) or brand tracking, the foreign supermarket problem, and why Australian chocolate tastes different;
    - Oliver Payne, author and founder of The Hunting Dynasty, on the origins of brands, the first supermarkets and how brands fit into our mental models;
    - Kate Waters, Director of Client Strategy at ITV, on how to create the right associations for leading brands such as Ocado and Lurpak, and the importance of imaginative repetition;
    - Sam Tatam, Head of Behavioural Science at Ogilvy Consulting, on the importance of creating consistent and distinctive brands.

    If you want to know how to create effective brands that make people buy, then have a listen.

    Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

    • 53 min
    The Behaviour Business Episode 9 - Behavioural Science and Your Customers

    The Behaviour Business Episode 9 - Behavioural Science and Your Customers

    You may have a picture in your mind of your 'typical' customer - but, in reality, that person probably doesn't exist. And, when you do speak to your real-life customers, what they tell you about why they buy your products or services (or don't) is likely only 50% of the story. If you want to truly understand why your customers behave as they do, then behavioural science can help - in this episode we explore how.

    In this episode, you'll hear about some of the ways we can better find out what drives people (in both B2C and B2B worlds) to purchase, and the tools available to do so, from leading experts:

    - Duncan Smith, MD of MindLab, on how implicit research helps us understand the differences between what people say, and what they do;
    - Hannah Lewis, founder of Behave London and MindMafia.com, on how behavioural science completely changes the ways we think about marketing to our customers;
    - Oli Payne, founder of The Hunting Dynasty, on why making people aware of your products or services is very different to making them buy, and why we don't have enough legs(!);
    - Leigh Caldwell, partner at The Irrational Agency, on why it's worth investing in research techniques that can help you better predict customer behaviour;
    - Richard Shotton, founder of Astroten and author of 'The Choice Factory', on the importance of using actual data on behaviour rather than just trusting what people say;
    - Mike Follett, MD of Lumen Research, on how a focus on measuring attention helps give businesses and marketers "solid ground" to understand how to sell better.

    If you want to know how to better understand the lifeblood of your business - your customers - then have a listen.

    Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

    • 58 min
    The Behaviour Business Episode 8 - Test Tube Management

    The Behaviour Business Episode 8 - Test Tube Management

    Tottenham and England footballer Harry Kane is a global superstar - but as young player he was rejected three times by scouts (including by Tottenham), and nearly quit football altogether. In business, successful recruiting is also notoriously difficult - around two-thirds of all hires are unsuccessful.

    Why do behavioural biases so frequently stop us finding - and keeping - the right people for our business (or football team), and how can behavioural science help? And why do US businesses spend an estimated $8bn on unconscious bias training every year, despite little to no evidence that it has any positive impact on increasing diversity?

    In this episode, you'll learn about some of the ways 'test tube behaviours' helps us hire and manage more effectively (and fairly), and some of the tools available to do so, from leading experts:

    - Lucy Standing, founder of ViewVo, former head of global recruitment for JP Morgan, and vice-chair of the Association for Business Psychology, on why so much business recruitment is ineffective;
    - Ben Williams, chair of the Association for Business Psychology and founder of Sten10, on how business psychology can be applied to help find, recruit and motivate the right people - and why some businesses still refuse to do so;
    - Kate Glazebrook, co-founder of behavioural science recruitment platform 'Applied', on why training is simply not enough on it's own to increase diversity in recruitment.

    If you want to know how to better recruit and manage people in your business - and understand why diversity in recruitment makes your business more effective, and not just fairer - then this podcast is for you.

    Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

    • 1 hr 3 min
    The Behaviour Business Episode 7 - Humans Versus Machines (Part 2)

    The Behaviour Business Episode 7 - Humans Versus Machines (Part 2)

    Ever since the industrial revolution, we've been using machines to do things more efficiently than humans. But we know humans are biased - so what happens when those biases are simply employed more efficiently by a machine, or becomes part of an algorithm than runs it? When Amazon built an AI to screen CVs, it instantly started screening out female applicants - because Amazon had a recruitment bias that it simply applied more efficiently. Garbage in, garbage out, as they say in tech.

    So how do we prevent that happening when a human is replaced by a robot? Is it necessarily better for consumers, society or for your business, other than saving some salary costs? What problems are caused by sacrificing creativity and empathy, for certainty?

    In the second part of this two-part episode of The Behaviour Business podcast, I speak to experts in technology, AI and data about what recent advances in machine learning and artificial intelligence mean for business - and the ethical problems they cause. We discuss some recent problems (e.g. Cambridge Analytica), and what behavioural science can tell us about designing products and services that work for humans, as well as robots.

    You'll hear insights from Richard Chataway's interviews with these leading experts:

    - Julian Harris, former Head of AI Technology Research at CognitionX, on how nuclear bombs originally had no safety guards, and how close we are to creating a super-realistic AI human;
    - Jason Smith, data innovation lead at Experian and creator of BBC radio documentaries on social media and AI, on how AI might actually better find the things that make us human;
    - David Chalmers, former global product manager at Google, on what happens when you replace a 40-person team with tech that can do the same job in seconds;
    - Paul Armstrong, tech journalist and advisor, on why ethics boards are not enough alone to encourage tech companies to employ these solutions effectively - money talks.

    Listen if you want to learn how to ethically apply technology in business, and use machines for the good of humans - not the other way round.

    Buy 'The Behaviour Business' book in print, ebook and audiobook format here: https://amzn.to/37e3Mwc

    Buy Paul Armstrong's book 'Disruptive Technologies: Understand, Evaluate, Respond' here: https://amzn.to/3aKDPHd

    • 46 min
    The Behaviour Business Episode 6 - Humans Versus Machines (Part 1)

    The Behaviour Business Episode 6 - Humans Versus Machines (Part 1)

    What happens when we delegate decisions to an algorithm? How does a machine know when a customer is angry? If robots operate on logic, how do they deal with human behaviour that is frequently irrational, illogical or unpredictable?

    In the first part of this two-part episode of The Behaviour Business podcast, I speak to experts in technology, AI and data about what recent advances in machine learning and artificial intelligence mean for business. And what behavioural science can tell us about designing products and services that work for humans, as well as robots.

    You'll hear insights from Richard Chataway's interviews with these leading experts:

    - David Chalmers, former global product manager at Google, on the implications for humans being separated by walls of technology;
    - Julian Harris, former Head of AI Technology Research at CognitionX, on how a teacher can be fired by an algorithm, despite no-one knowing why;
    - Jason Smith, data innovation lead at Experian, on how biased data leads to biased results (aka 'garbage in, garbage out').

    Listen if you want to learn how to succeed using technology in business by better understanding how humans behave - and how we can design products and services accordingly.

    In the episode I talk about a clip of Professor Frans De Waal's research with capuchin monkeys, which you can view here (the monkeys don't live in these cages - they have a large compound - and receive plentiful grapes after the experiment. Rest assured, no monkeys were harmed in the making of this video): https://www.youtube.com/watch?v=meiU6TxysCg&t=21s

    The research on parole decisions referenced is by Professor Sendhil Mullainathan and colleagues, and accessible here: https://cs.stanford.edu/~jure/pubs/bail-qje17.pdf

    Buy 'The Behaviour Business' book in print, ebook and audiobook format here: https://amzn.to/37e3Mwc

    • 48 min

Top Podcasts In Business

Listeners Also Subscribed To