Person
Richard Chataway
VP, BVA Nudge Unit UK; author, The Behaviour Business
Vice President of the BVA Nudge Unit UK, with experience in senior behavioral-science roles for government in Australia and the UK, and across the four largest advertising agency groups. Author of The Behaviour Business. Guest explaining how any business — not just large corporations with data science teams — can apply nudges and randomized-controlled-trial testing, drawing on his own work on smoking cessation, voting, call-center welfare, and subscription pricing. Returns as a guest in Episode 26 to critique traditional marketing models (AIDA, brand archetypes) as poor predictors of real behavior, and is referenced (not interviewed) in Episode 28 for his UK Nudge Unit work on public-health messaging and handwashing.
Discussed in
- Episode 24 — 24- How to nudge within your business
- Episode 26 — 26- Why do 80- of product launches fail
- Episode 28 — 28- Coronavirus- How to change the behavior of a nation (referenced)
- Episode 46 — 46- Five marketing lessons for 2021 (recap; three-step test-and-learn method)
- Episode 180 — 180-10-pricing-tips-from-10-pricing-experts (referenced, newspaper subscription-reduction study)
Related
- Business RCT Testing (Test-and-Learn)
- Zero Price Effect (Power of Free)
- Light Buyer Growth Strategy (Excess Share of Voice)
- Costly Signaling
- Authority Bias
- Cootie Effect (Contamination Aversion)
- My Quit Buddy Smoking Cessation App
- Richard Chataway Call Center Consultancy Interventions
- The Behaviour Business
- Newspaper Subscription Options Reduction Study
- Choice Overload (Paradox of Choice)