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Explore how new behavioural science frameworks and methodologies improve understanding and measurement of consumer behaviour. Hear how organisations are translating this knowledge into action by designing targeted interventions to influence behaviour.

Behavioural Science has rapidly become a driving force in the way we understand people across both business and consumer settings. In a disruptive and changing world, the science of understanding behaviour and how to meet desired behavioural outcomes is a key policy and marketing challenge. Ipsos Mori is a leading force in behaviour change, working alongside teams in brand and communications, media, innovation and healthcare research through to stakeholder management, corporate reputation and social and political research.

Attend this event to:

  • Explore System 1 thinking and methodologies to minimise the say-do gap in research
  • Uncover how behavioural economics influences consumer decision making
  • Design interventional nudges that disrupt non-conscious behaviour
  • Learn how to promote behavioural science methodologies to stakeholders
  • Develop a psychological toolkit to optimise the impact of consumer research and intervention design
  • Measure the impact of behavioural science research

Hear from:

* ASDA * Palmolive * BUPA * Food Standards Agency * Pizza Hut * Transport for West Midlands * Swiss Re * NOVA Products * Everipe * Bambino Mio * Lupin Pharma * Flymaas *

Sponsored by:


Behavioural Science has rapidly become a driving force in the way we understand people across both business and consumer settings. In a disruptive and changing world, the science of understanding behaviour and how to meet desired behavioural outcomes is a key policy and marketing challenge. Ipsos Mori is a leading force in behaviour change, working alongside teams in brand and communications, media, innovation and healthcare research through to stakeholder management, corporate reputation and social and political research. 

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CONFERENCE DAY ONE – 22nd September


Welcome from the Chair

Benjamin Buckby, Co-founder & Chief Behavioural Officer, Choiceology




Changing ingrained consumer behaviour to promote an emerging category 

Bambino Mio’S commercial success depends on solving a behavioural challenge - helping parents switch to reusable nappies to reduce plastic waste.  

Hear the Bambino Mio path-leading way to shape an emerging category by using behavioural research, systems thinking to capture the fears, concerns and beliefs that consumers don’t always articulate. Gain an understanding into how consumers are affected by choice architecture, default bias and how brands can help influence consumers’ decision making.  Examine the challenges of helping consumers make environmentally sound choices and how designing for nudges to enable small changes can lead to bigger changes.  

Neha Viswanathan, Practise Director, C Space 

In conversation with… 

Joreen Singh, Head of Marketing, Bambino Mio


Using non-conscious behavioural research techniques, and the application of behavioural frameworks, to develop behavioural hypotheses

Undertaken for the Food Standards Agency and led by Basis Social, with Leeds University and Big Sofa Technologies, the study quantifies and understands the factors affecting risky food behaviours in domestic and catering kitchens. Leveraging cutting edge video analytics, behavioural surveys, and novel qualitative techniques, the research will inform the Agency’s risk assessment models and future behavioural interventions.

Darren Bhattachary, CEO, Basis Social

Alice Rayner, Senior Research Officer, Food Standards Agency

Michelle Patel, Head of Social Science, Food Standards Agency




Let’s not make it easy after all:  the opportunities of disrupting more automatic processing

The mantra is ‘make it easy’ in order to change behaviour. Ipsos set out the case for this only being half the story – much of the time we actually need to make things slightly difficult for people, put some grit in the machine to encourage a bit of disfluency.  With this disfluency we are then disrupting the more automatic intuitive processing and encouraging people to engage and participate in considering alternative behaviours.  From fraud prevention to brand challengers, difficulty and disfluency is increasingly being rehabilitated from something we want to avoid to something we need to actively design into behaviour change activation.

Colin Strong, Head Of Behavioural Science, Ipsos
Tamara Ansons, Manager, Behavioural Science Team, NatWest



Unlocking the nation’s “Sustain-ability”: applying behavioural science to close the intention-behaviour gap

Sustainability is an area where the intention-behaviour gap is prevalent. Consequently, traditional research methods tend to focus on purely rational measures and therefore do not reflect peoples true behaviour and attitudes.

This panel will explore our “Sustain-ability” - considering the latest findings in what is driving sustainable choices on an implicit level. Join expert panellists for a discussion around how to really understand what people want and what they are willing to change when it comes to sustainability, how to better predict actual behaviour – rather than stated intent – and how to help people bridge the gap between intended and actual behaviour. What can help trigger our nation’s “sustain-ability” to opt for more sustainable options? How can the insight industry help brands understand their role in this area?


Jen Eketone, Research Director, Walnut Unlimited


Andreea Tarasescu, Behavioural Science Lead, Walnut Unlimited

Susan Thomas, Senior Director – Commercial Sustainability, Asda

Cathleen Siemen, Sustainability Manager, Europe – Colgate, Palmolive



Take a lunch break or join us for an extra session in breakout room 1

The Rise of the Zoombie [or Teambie]!

 Video team calls are the new norm for many of us, and likely to remain so.  There is growing evidence that these meeting platforms can lead to potentially sub-optimal engagements, outcomes and decision-making.

In this session we identify 9 behavioural issues that can cause sub optimal behaviour and outcomes, we explore some illuminating BeSci research behind each and suggest simple interventions to try to counter these issues.

Crawford Hollingworth, Founder, The Behavioural Architects
Leone Mescal, Analyst, Global Behavioural Intelligence, The Behavioural Architects


Conversation journey mapping

Building a clear organisation-wide understanding of the customer journey is a challenge faced by many CX professionals. How can organisations identify the touchpoints that create a better memory of the experience - those touchpoints which influence customer behaviour?

In this session, hear how Pizza Hut is using, The Conversation Map, a unique analytical approach which brings the emotional state of the customer at each journey touchpoint to life, creating a compelling insight into the drivers of behaviour in the process.

Dan Jones, Senior Insight Specialist, Inmoment

Craig Wells, Senior Operations Excellence Manager,  Pizza Hut


Understanding travel behaviour and designing communications for change

Transport for West Midlands (TfWM) is responsible for formulating the transport strategy and policy for the West Midlands. TfWM required clear behaviour influencing strategies to make the transport network flow better, whilst reducing the pain-points and maximising positive journey experiences.

Hear how TfWM worked with Trinity McQueen in 2020/21 to create a suite of audience personas to further understanding of travel behaviour and decision making, and to influence behaviour for good. TfWM and Trinity McQueen will demonstrate how the personas have enabled the design and communication of products and services which, through behaviour change campaigns, will reduce network disruption and improve passenger experience.

Mike Cooper, Research Director, Trinity McQueen

Sarah Bayliss, Human Intelligence Manager, Transport for West Midlands




Using psychographic techniques to uncover the hidden personalities in your survey data

We’re all familiar with analysing survey data in terms of key differences by demographics. And of course we can go further, profiling respondents by their attitudes and behaviours. But often the real insight lies a bit deeper.

Join Boxclever for a discussion around some of the psychographic techniques that uncover a deeper sense of who our survey respondents really *are*, at the fundamental level of their ‘character’ and ‘personality’. Hear how using a psychological toolkit can shine a light on what really drives consumer decision making and deliver a far richer view of your customers.

Dan Young, Research Director, Boxclever



Nudges or nonsense, universal acid, panacea, or parlour tricks? A Socratic debate on the state of behavioural economics

Join Tas n Dave for a lively exploration into the claims, hypes, aspirations and reality of behavioural economics. Dave loves brain science and philosophy; Tas loves linguistics, the classics and storytelling. Together they will give delegates the lowdown on brain science and behavioural economics and mull over the rights and wrongs, the uses and abuses of behavioural economics.

David Penn, Founder and Managing Director, Conquest

Anthony Tasgal, Trainer, Author, Strategist- POV Marketing and Research


Conference close




CONFERENCE DAY TWO – 23rd September


Welcome from the Chair

Colin Strong, Head Of Behavioural Science, Ipsos


Personalised persuasion

You know about nudging, but what about nudges targeted to different types of people? Agreeable people, for example, tend to be more amenable to social proof. The framing of nudge matters too – with, say, extraverts preferring messages with social imagery and an aesthetic diversity of shapes and colours. Thanks to advances in data collection and analytics, we can also predict these personality traits quite well – through, say, Spotify data where conscientious people listen to country music and avoid comedy music – allowing us to target people with nudges that really resonate with their psychological make-up.

Patrick Fagan, Chief Scientific Officer, Capuchin Behavioural Science

(Former Lead Psychologist, Cambridge Analytica)


Shaping consumer behaviour for the launch of innovative products

The NOVA H1 Audio Earrings, are an innovative earpiece that doubles as wireless earphones.  NOVA’s aim was to attract 100% funding on Kickstarter in the course of a month by persuading people of their product’s inclusivity, innovativeness, and diversity.  They achieved 100% funding within an hour!

This session will explore how the success of the initiative was a combination of applying Kantar’s Thinking & Feeling behavioural science framework and NOVA’s ability and expertise in translating the behavioural insights into their product lifecycle and desired behaviour change.

Eszter Boczan, Global Director Behavioural Sciences, Kantar

Lorena Poy, Chief Marketing Officer, NOVA Products





Designing for honesty in a world that likes to bend the rules

More than nine in ten (92%) people grade their own compliance with Covid-19 lockdown restrictions as better than what they think the population average is. Source: UCL Covid-19 Social Study.

Even before the ‘new guidelines’ most of us liked to bend the rules a little or be just a little dishonest, but not enough to delude ourselves of our own integrity, to maintain our perception of honest self.

In this talk Crawford will bring alive how Behavioural Science explains why honest people, are also ‘a little’ dishonest.  And how this understanding can inspire ways to steer people towards greater honesty in all aspects of life. It will draw on a wide range of projects that look at how to redesign contexts to elicit more honest behaviour and greater levels of truth.

Crawford Hollingworth, Founder, The Behavioural Architects



Measuring current attitudes & behaviours around vaccine hesitancy

Fewer than 10% of the world’s population has been vaccinated against Covid 19. Understanding evolving behaviour and attitudes towards vaccine uptake will be crucial in navigating the final stages of the pandemic.

In this session, Abbie and Komal will discuss Swiss Re’s behavioural science-led research and some of the behavioural science principles behind understanding vaccine hesitancy. They will compare and contrast Swiss Re’s approach with Dectech’s proprietary research into vaccine hesitancy and examine the relevance of these insights to the global insurance industry.

Abbie Letherby, Senior Associate, Dectech

In conversation with…

Komal Shah, Behavioural Science Consultant, Swiss Re





Measuring the impact of behavioural science in delivering better patient care

As consumers gain more power over their healthcare choices and providers, forward-thinking Pharma companies actively seek to engage with patients, as well as physicians, right from the start. The deployment of behavioural science to more deeply understand both patient and physician behaviours and importantly, how they interact together is a useful tool in Pharma companies insight toolkit.


Join this lively discussion on the use and impact of behavioural science in improving design of disease support programmes and improving understanding around patient adherence. Hear how impact of behavioural science can be measured.

Rachel Jones, Founding Partner, Health

Kathy Green, MD, Green Ethical Marketing

Mariska Van Aswegen, EU VP of Neurology, Lupin Neurosciences


Designing for disruption

Shopper purchasing decisions are frequently habitual, and influenced by factors such as attention, associative learning, and personal preference. MMR, in partnership with the University of Nottingham, set out to understand the behavioural impact of disruptive design in order to create a series of powerful design rules that can be leveraged by new brands and products in order to solicit unplanned trial.

Examine key the findings from this original experimental psychology research, and its implications for the consumer-packaged goods industry. 

Andy Wardlaw, Chief Ideas Officer, MMR

Dr. Sara Bru Garcia, Behavioural Psychologist | KTP Research Associate, The Together Agency




A new way to identify winning propositions based on system 1 thinking

What if you could lessen the gap between research and sales, aligning insight with in-market potential by capturing implicit and intuitive responses? In this session, Nadia and Kerry will walk through the results and impact of their recent concept testing research which tested the viability of a product line extension.  

This piece of research touched each part of Everipe’s growing brand's business strategy - from marketing communications and positioning to new product development and budget allocation.

Delegates will walk away with an understanding of how to leverage research technology to uncover consumers' implicit choices in a brand new, innovative way.

Nadia Antropova, Vice President, Dig Insights

Kerry Roberts, Co-Founder, Everipe



How should we be talking to people about behavioural science?

In the past 15 years behavioural science has demonstrated that research through a behavioural lens is more accurate. However, Behavioural Science can come across as a complex discipline requiring a new vocabulary. This discussion will address how to communicate Behavioural Science in an accessible manner – conveying its benefits without dumbing down or scaring people off.

  • How much should you simplify? Are all behaviour change models equally valid?
  • How do clients “sell it in” to their stakeholders and how could their agencies assist
  • Overcoming ethical concerns
  • “An ounce of action is worth a ton of theory” – discuss.  


Simon Shaw, Director, Trinity McQueen


Anthony Tasgal, Trainer, Author, Strategist- POV Marketing and Research

Elina Halonen, Chief Customer Experience Officer, Lygg & Behavioural Insights Strategist, Square Peg Insight

Cameron Belton, Senior Behavioural Insights Manager, Ofgem

Juliet Hodges, Senior Advisor, Behavioural Insights Team, Bupa


End of conference


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