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Behavioural science expert & author

Richard Shotton

Behavioural Science

Consumer Trends

Customer Experience

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).

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Trusted by Google, Mondelez, Santander

Richard Shotton

London, United Kingdom

Starting from

£11k–25k

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London, United Kingdom

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+44 203 835 2929

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Richard Shotton's biography

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Academic

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Psychology

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At a glance

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.

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Trusted by Google, Mondelez, Santander

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What topics does Richard Shotton specialise in?

Richard Shotton specialises in discussing behavioural science, consumer psychology, decision-making and more.

What is Richard Shotton's speaking style like?

Richard delivers thought-provoking, evidence-based presentations that engage audiences and spark lively debate. His sessions blend practical insights with robust examples, leaving participants inspired and equipped with actionable strategies.

How can I book Richard Shotton for my next event?

Email richard.shotton@getapeptalk.com or call us on +44 20 3835 2929 (UK) or +1 737 888 5112 (US), and one of our speaker agents will contact you within hours to confirm availability and fees. If you can, please include your budget upfront – it helps us fast-track your request. It’s also helpful to know the date, format (virtual or in-person), location, and a bit about your audience. As speaker agents, PepTalk can secure Richard Shotton for commercial and corporate events, conference keynotes, leadership talks, celebrity brand endorsements & partnerships, personal appearances, and motivational speaking engagements. We can assist with enquiries about Richard Shotton's speaking fees, availability, and booking process for private business functions, industry conferences, and team events. Please note, for media interviews, autographs, charity appearances, or personal matters, we recommend contacting Richard Shotton directly.

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