How behavioural SCIENCE can improve your marketing

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 Live returns in 2026, bringing together brilliant marketers, founders, creators and behavioural experts for a day of insight, inspiration and straight-talking conversations about what’s really working in marketing. To get involved, join us on stage, sponsor, partner or secure your place, connect with Katie Street on LinkedIn and follow Marketing in the Madness for updates and VIP invites. Subscribe for more live sessions, marketing insights and conversations from the people shaping the future of the industry. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Richard Shotton LinkedIn: https://www.linkedin.com/in/richard-shotton/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/