Richard Shotton
Elevate marketing effectiveness with Richard Shotton, behavioural science expert and bestselling author. Richard helps brands leverage psychological principles to drive consumer decisions and create influential campaigns. Award-winning speaker working with Google, Mondelez, and Santander. Marketing Week contributor and honorary fellow of the Institute of Practitioners in Advertising (IPA).
London, United Kingdom
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Richard is the author of several influential books on behavioural science in marketing, including The Choice Factory, winner of the best sales and marketing book at the 2019 Business Book Awards. He also writes a monthly column for Marketing Week and co-hosts the podcast Behavioural Science for Brands. In 2021, he became an honorary Fellow of the IPA and an associate of the Moller Institute at Cambridge University.
Richard translates academic research into practical strategies that improve marketing effectiveness across multiple areas, from pricing decisions to in-store experiences. His approach combines research-based evidence with real-world advertising campaigns, showing marketing teams how to use cognitive biases and behavioural principles to create more persuasive campaigns.
Audiences leave Richard's presentations with specific tactics they can implement immediately, evidence-backed frameworks for testing marketing assumptions, and a clearer understanding of how subtle changes in communication, framing, and context can significantly influence outcomes.
Book Richard to uncover the behavioural drivers behind effective advertising and branding.
Topics, Sessions And Talks
Richard Shotton explores the surprising psychology behind why brands that acknowledge flaws can become more persuasive. Drawing on behavioural science research and advertising case studies, he explains how honesty, vulnerability, and the pratfall effect can strengthen credibility and memorability. Through real campaigns and experiments, Richard demonstrates how carefully revealing imperfections can make brands appear more authentic, trustworthy, and human in increasingly sceptical markets.
Richard Shotton examines the hidden risks of poorly designed marketing metrics and how they can distort behaviour inside organisations. Using examples from advertising, business strategy, and behavioural economics, he shows how incentives and measurements can push teams toward short-term wins at the expense of long-term value. The session reveals how subtle changes in metrics can dramatically reshape decision-making and produce better outcomes across marketing performance.
Richard Shotton challenges widely accepted assumptions about brand purpose by examining the behavioural evidence behind consumer motivations. Drawing on academic research and real-world marketing campaigns, he explores why stated consumer attitudes often fail to predict actual behaviour. The session encourages organisations to rethink how they interpret research and highlights the importance of evidence-based marketing decisions rather than relying on fashionable narratives.
Richard Shotton explores the gap between what consumers say and what they actually do. Using insights from behavioural science, experimental psychology, and advertising case studies, he demonstrates why traditional research methods can miss the real drivers of decision-making. The talk reveals alternative approaches to understanding consumer behaviour and shows how brands can uncover more reliable insights about motivation, choice, and influence.
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