In this interview series we speak to practitioners who apply decision making science in their work in a range of industries. Decision-making science is becoming increasingly popular in both the commercial sector as well as influencing public policy. Well-known recent examples include the Obama campaign which employed behavioural scientists as a part of its strategy and of course the British Government’s Behavioural Insights Team (or the ‘Nudge Unit’ as they are also known) that has been so successful it has even been ‘exported’ to Australia.
While savvy marketers have probably always intuitively known some of the quirks of human behaviour academics have now proved, decision-making science has also attracted significant interest in the commercial sector in advertising, market research and user experience.
But how much do we really know about how our research is being used? What parts of our work do practitioners use most? What are the challenges that they face in taking our work and applying it in the ‘real world’? How do they see the relationship between them and us, the scientists? And what advice would they give to young researchers?
In the coming months we will be featuring practitioners from industries such as market research, public policy, behavioural finance and design, but in the meanwhile get started with…
- Senior researcher: Nathalie Spencer, RSA Social Brain
- Behavioural change consultancy: Tom Wein, SCL
- Management consultancy: Kelly Peters, BEworks
- Market research: Tom Ewing, BrainJuicer
- Behavioural influence campaigns: Steve Tatham, Royal Navy
- Market research: Colin Strong, GfK
- Pricing and behavioural economics: Leigh Caldwell, Irrational Agency
- Behavioural finance: Daniel Egan, Betterment
- Advertising: Rory Sutherland, OgilvyChange
- Advertising: Matthew Willcox, Draftfcb