How behavioural SCIENCE can improve your marketing
From Marketing in the Madness by Marketing in the Madness
May 26, 2026 · 35 min · Episode 117
About this episode
Richard Shotton discusses how behavioural science can enhance marketing effectiveness.
Recorded live at Marketing in the Madness Live 2025, this special episode features our headline speaker Richard Shotton, one of the UK’s leading behavioural science experts and author of "Hacking the Human Mind". In this session, Richard explores how marketers can use behavioural science to make their comms, pricing and customer experiences more effective with lessons from brands including Dyson, Netflix, Uber and KFC. From the “illusion of effort” to the power of precision, Richard explains why showing the work behind your product can increase perceived value, why exact numbers feel more believable than rounded ones, and why removing friction from the customer journey is often more powerful than trying to motivate people harder. You’ll hear insights on:• Why Dyson’s 5,127 prototypes became a masterclass in marketing• How visible effort can make products feel higher quality• Why precise numbers boost credibility• What marketers should consider when using AI-generated work• Why “make it easy” is one of the most powerful principles in behavioural science• How brands can make prices feel more compelling without cutting margin Want to be part of the next one? Marketing in the Madness…
People in this episode
Guest: Richard Shotton
Topics covered
- behavioural science
- marketing strategies
- customer experience
- pricing psychology
- brand insights
- AI in marketing
Keywords
- behavioural science
- marketing
- customer journey
- pricing
- brand strategy
- AI
- perceived value
Mentioned in this episode
Organizations: Dyson, Netflix, Uber, KFC
Books & works: Hacking the Human Mind
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