Richard Shotton's biography
- Behavioural science expert for marketing strategy
- Bestselling author of The Choice Factory
- Founder of behavioural science consultancy Astroten
Richard Shotton is a behavioural science expert, marketing consultant, and best-selling author who applies findings from behavioural science to help brands solve marketing challenges. As founder of Astroten, he advises companies including Google, Mondelez, and Santander on how psychological principles influence consumer decisions.
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.
Richard's showreel and videos
Topics, sessions and talks
Why Brands That Admit Weakness Are More Appealing
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.
The Unintended Consequences Of Poorly Set Metrics
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.
Why The Evidence For Brand Purpose Is Flawed
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.
Understanding True Consumer Motivation
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.
Why we recommend booking Richard
Richard's work with brands like Google and Mondelez adds to his credibility when translating behavioural science theory into tactics that actually shift commercial outcomes. Clients value his ability to explain why certain campaigns outperform others using evidence rather than intuition, particularly around refining messaging, pricing strategy, and how brands frame choice.
We love working with Rich for WARC's events. When he presents, we know we're guaranteed three things - 1) a fascinating set of insights, 2) evidence and examples to back up all the theory and, 3) a crowd in raptures to hear what he says next!
Head of Marketing EMEA, WARC
The workshop was a perfect opportunity to start the conversations, go through the thinking and do practical exercises that allowed the team members to reflect on the power of behaviour in their future brand activities.
Marketing Director EMENA, Nestlé Purina
Richard is everything you need from a conference speaker - thought-provoking, sparky and useful.
Taking part in a debate at the Festival of Marketing last year, Richard delivered a case against brand purpose that was well argued, robust and sent those watching away with plenty to think about.
Editor, Marketing Week
Editor, Marketing Week
