Influencing consumer decision making

This year's conference will be more practical than ever and packed with case studies from Meta, Haleon, NatWest, Ofcom and many other big names demonstrating real-world applications of behavioural science and consumer psychology that are actually resulting in behaviour change.

Topics on the agenda

We’ll be talking about how and when to use nudge interventions, the ethics of online sales tactics and how to empower consumers to navigate them, and ‘in the moment’ techniques for collecting real behavioural observations.

Hear how behavioural science has been applied to impact public policy, healthcare, and DE&I initiatives, and why it should be integrated in the research, communications, products, services and experience design of every organisation.

Learn how to:
  • Improve your skills in ‘nudging’ consumers online, offline and in the metaverse
  • Optimise the design of behavioural science experiments and nudge interventions
  • Implement behavioural science methodologies that capture 'in the moment' insights
  • Embed behavioural science across your organisation
  • Use different behavioural science frameworks to gain new consumer understanding
Featuring high-profile speakers:

Hear practical applications of behavioural science from international brands and regulatory organisations including Meta, Haleon, HSBC, Reckitt, UKTV, NatWest, Food Standards Agency, Competition and Markets Authority, Ofcom, Viiv Healthcare, Philip Morris, Speedo.

Click here for the full programme

Event structure

This will be a face-to-face event.  You'll have the opportunity to re-connect with industry colleagues, hear from and network with our expert panel of speakers and participate in lively discussions throughout the day that will broaden your thinking about behavioural science.

Sessions will include:
  • Case studies of new hot-off-the-press research projects
  • Panel discussions on broader topics and current challenges facing the sector
  • One-to-one interviews with influential speakers
  • Networking lunch
  • Drinks reception

Book your place now to join us in London!


Radisson Blu Edwardian
9-13 Bloomsbury Street,London,WC1B 3QD

With special thanks to:

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Benjamin Buckby, Founder & CEO, peasee

Benjamin is the founder of peasee and an award-winning behavioural designer, helping companies make it easier for customers and employees to make better choices. He has over 12 years' experience applying behavioural science to design effortless experiences, communications, products, and services for the likes of HSBC, Hitachi, Telefonica, Centrica, and GSK. In this time, Benjamin has won a Nudge Award (the world's first behaviour change awards), been voted Most Inspiring Agency Speaker Finalist at the AURAs, shortlisted for the AQR Qualitative Excellence Award, and chaired the MRS Behavioural Science Summit for three years running.

Having set up and grown behavioural science teams for two other companies, he is now running his own behavioural design startup. And regularly delivers training in applied behavioural science and behaviour change on behalf of the Market Research Society (MRS) for research and insight professionals, as well as its Company Partners. He’s a lean startup enthusiast and always interested in new business ventures, especially if it’s anything to do with cycling!  


Vicki Ashworth, Behavioural Science & Applied Psychology Team, NatWest

Vicki is a Chartered Occupational Psychologist with 18 years’ experience of applying psychological insight to the work environment. Having previously specialised in assessment and development, Vicki has more recently extended her focus to applying behavioural science research to a breadth of work across our customer businesses. Drawing on behavioural science principles and the latest psychological research and data, her role involves undertaking qualitative and quantitative research, developing sustainable and innovative initiatives and evaluating their impact. This includes providing specialist consultancy support to clients and stakeholders to ensure that recommended approaches are fit for purpose, reflect cutting edge practice and deliver measurable business outcomes.

Helen Bennis, Head of Qualitative, Ipsos


Helen is a specialist qualitative researcher with over 15 years of experience in the pharmaceutical sector. Her experience spans EU and APAC, having worked in both large multinational and smaller boutique marketing, brand strategy and market research consultancies. She is passionate about integrating Behavioural Science across healthcare projects to produce actionable outcomes that make change happen. This includes optimisation of omnichannel strategies, and message testing and evaluation through a behavioural lens.

She has extensive experience across many therapeutic areas and clients. Her work has informed the commercial strategy of early phase trial development, commercially successful launch campaigns as well as brand development, optimisation, and communications.

With a masters degree in Neuropsychology, Helen’s particular area of interest is in applying psychology and neurolinguistic programming to offer commercial value in a market research setting.

Eszter Boczan, Global Director of Behavioural Sciences


Eszter runs the Global Behavioural Science offer at Kantar, helping to uncover consumers’ subconscious decision making at scale to create better ads, new products and shopping experiences. Prior to joining Kantar, Eszter led the qualitatitive offering at the biggest international market research agencies. Eszter regularly writes articles infusing the latest behavioural science findings into topical business issues. She is also the Behavioural Advisor to the Board of Trustees at her chosen volunteering organisaton. 


Emma Cain, Market Insights Director – Global Commercial Strategy, Viiv Healthcare


Emma has specialised in healthcare insights throughout her career, from the NHS where she earned a Professional Diploma in Marketing, agency side working across multiple categories and brands, and ViiV Healthcare where she leads insights for several established and pipeline brands. Emma enjoys her partnership with commercial teams translating insights to influence strategy and tactical plans.

Emma has worked closely with marketing teams to successfully launch brands, understand drivers and barriers to growth and activate insights to accelerate performance. Emma particularly enjoys exploring tricky questions, working with agencies to understand how to find the answers and build out the ‘so what’.



Ian Edwards, Connection Planning Director, Kantar


Ian is the Global Connection Planning Director at Facebook. He joined Facebook in 2015 to set up the Connection Planning team. Prior to this, Ian spent 14 years working in planning and strategy at some of the biggest agencies in London. Ian was a contributing author to “What is a 21st Century Brand? He recently recorded a podcast series for Marketing Week on where human creativity meets artificial intelligence and he just released a podcast for WARC on the true value of attention. Ian is the Vice-Chair of the Media Trust. Ian is currently studying for his Post Graduate Diploma in the application of Artificial Intelligence for business at Oxford University.


Rupert Gill, Head of Behavioural Science, Ofcom

Rupert is building a Behavioural Insight team at Ofcom as the organisation prepares to regulate social media platforms to combat online harm. 

His career is devoted to two things: understanding behaviour and social change.  He previously led the Behavioural Insight team at HMRC (the largest in-house Behavioural team in Government), working on flagship policies like the furlough scheme and Eat Out to Help Out.  He also applied the science of motivation to design early interventions in job centres for people with health conditions.

Rupert holds a PhD from Cambridge University and has worked in 10 Downing Street and the Treasury.


Anneloes Hak, Behavioural Science & Applied Psychology Team, NatWest

Anneloes has a background in Occupational Psychology with over 5 years‘ experience in consultancy roles. She uses evidence-based practices, data analytics and applies the latest psychology and behavioural science research to design and deliver interventions for both customers and colleagues. This includes designing and running RCTs to evaluate their effectiveness and impact. She also supports work on the bank’s capability and skills strategy where she focuses on encouraging positive behavioural change.  Her expertise lies in behavioural science, quantitative research, decision making, talent and leadership development and profiling, and job crafting.


Jeff L. Herrmann, Global Client Partner


Jeff is the Global Client Partner to Meta at Kantar. He joined Kantar in 2021 and lives at the intersection of content, technology, and data. Jeff’s career has focused on building measurement and monetization business models for media and tech platforms. As a technology zealot he holds U.S. patents in mobile media measurement and is active in the Web3 movement. Jeff earned an MBA from the University of Chicago Booth School of Business and BA from THE Ohio State University.

Crawford Hollingworth, Global Founder, The Behavioural Architects

Crawford co-founded The Behavioural Architects in 2011; an insight, research and strategic consultancy. The company uses the latest thinking from the behavioural sciences to help organisations understand and influence consumer behaviour more effectively.

TBA now has offices in London, New York, Shanghai, Sydney and Melbourne. TBA work with many of the world's leading organisations such as Google, Haleon, GSK, Lilly, NCIMI, Uber, Amazon, Disney, RFU and Sainsbury's

Over the last few years he has given talks and lectures to numerous organisations such as MRS, Esomar, EphMRA, and London Business School, amongst others. In addition, he has published over 250 articles on applied Behavioural Science for publications such as the New Scientist, IMPACT, EMPOWER and The Behavioural Scientist. 

TBA have won numerous industry awards including MRS Best New Agency, MRS Best Place to Work, Prosper Riley Smith Award for Qualitative Excellence, MRS Impact best paper, ESOMAR Global best paper, MRS Jeremy Bullmore Award for Creative Development Research, MRS New Consumer Insights Award and MRG award for the best research initiative.


Ayla Ibrahimi Jarchlo, Social Science & Research Officer, FSA


Ayla joined the Social Science team at the Food Standards Agency in 2021 and is the project lead on a couple of behavioural trials, which explore how we can improve hand hygiene and sustainable food shopping choices using behavioural insights. Ayla also manages the Agency’s flagship survey with consumers, Food and You 2. This Official Statistic survey is a core piece of research which provides insight on consumers’ knowledge, attitudes and behaviours relating to food, covering a range of topics. Ayla studied Politics and International Relations at Durham University and prior to joining the FSA, worked in market research agencies leading quantitative and qualitative consumer research for clients across a variety of sectors, from healthcare to TV and media. Ayla is passionate about wrestling meaning from data and unpicking attitudes, perceptions and behaviours to inform better policy and decision making.


Dr Vanja Ljevar, Chief Data Scientist, Kubic Intelligence


Vanja is a Chief Data Scientist and Co-Founder of Kubik Intelligence. She holds a multidisciplinary PhD in Computer Science and Psychology and specializes in customer profiling using psychological and behavioural theories and patterns in big data. Vanja has previously worked as a Data Science Consultant for DAMSL and carried out international projects across multiple sectors including retail, telecommunication, healthcare, fashion and media. Previously, she worked as a Senior Analyst who created and led a team of data scientists at Muscle Food, one of the UK’s leading start-ups. Having one foot in academia, Vanja is a guest machine learning lecturer and supervisor at the University of Nottingham and has published peer-reviewed academic papers, mostly on topics related to use of big data for social good. Her latest work about cyberbullying on Twitter was recently published by the Independent.


Shelagh Martin, Head of Customer Care, Global Commercial Banking, HSBC

Starting her career in direct marketing, Shelagh has always been interested in consumer behaviour and how to build brand engagement and customer growth. Having learnt her craft in leading marketing agencies, she moved client-side and has worked in customer experience across a range of sectors including not for profit, leisure and publishing before moving to financial services: joining HSBC in 2008. Here Shelagh has operated in UK and global roles, in both the retail and commercial banking businesses. Her focus has been on using customer data and insight to improve the customer experience, developing and embedding the use of design thinking and journey mapping across the organisation. Out of this came an interest in behavioural design.


Anna Meadows, Principal Consultant Behavioural Science, Ipsos


Anna is a behavioural scientist with over 20 years of multinational experience in advertising, market research, and behavioural science consultancy. Her role involves working across teams at Ipsos on Client challenges that have a need for behaviour change with a focus on delivering measurable business outcomes.

Anna has worked with some of the world’s largest companies (e.g. Nestle, Unilever, HSBC) devising and implementing large qual and quant research projects and developing communication strategies for their brands. She has also worked closely with public sector Clients including The Singapore Government on behaviour change initiatives.

Anna lived and worked in APAC for 18 years as Client Service Director at Lowe Advertising in Australia and as Head of Qualitative at Kantar (Millward Brown) in Singapore. Anna holds a BA in Geography from the University of Newcastle and an MSc in Behavioural Science from the London School of Economics. She is a Qualified Practitioner of Market Research with the Australian Research Society, a Certified Business Psychologist with The Association for Business Psychology and a member of the Global Association of Applied Behavioural Scientists. 


Will Morgan, Associate Director, Spark Emotions

Over the last 10 years, Will has picked up a trolley-load of knowledge about how and why shoppers behave the way they do.

After completing a Masters degree in Consumer Psychology, Will moved into the world of Market Research, specialising in researching shopper behaviour. There he utilised the latest behavioural methodologies to better understand how the shoppers of some of the biggest global FMCG brands behaved in store and online.

Now an Associate Director at Spark Emotions, Will spends his time travelling the world executing top-quality quant and qual shopper and consumer research, utilising best in class methodologies to deliver psychology-enriched insights and recommendations to Spark Emotion’s global clients.


Dr Nicki Morley, Head of Behavioual Science & Innovation Expertise; UK Insights, Kantar

Nicki leads the development of our Behavioural Science and Innovation thinking at Kantar focussed around helping clients to put sustainability at the heart of their Innovation thinking. Nicki understands the pitfalls associated with creating sustainable Innovation and advocates an approach that helps clients understand how to make innovations easy, meaningful and rewarding for consumers to adopt.

Nicki has over 13 years experience working client side at Unilever, in both their R&D and CMI functions and has been involved in the development of many sustainable innovations for Unilever’s biggest brands. Nicki also has 5 years experience at Kantar working with a variety of clients across a wide variety of FMCG categories, and across financial services and tech.

With a PhD in behavioural science, she brings this important lens to bear on the challenge of encouraging pro-social and environmental behaviours. Appreciating the need to close the gap between someone’s desire to be sustainable and their ability to do so.

Nicki has been central to developing Kantar’s sustainable innovation toolkit and is an expert adviser to our internal teams and also external clients on all things, innovation, sustainability and behavioural science.


Alex Peters, Purpose Insights Senior Manager, Reckitt

Alex leads the purpose insights vertical as part of Reckitt’s centre of excellence for insights.

He supports the business to deliver tangible and measurable beneficial societal impact Reckitt own products and through the actions of its portfolio of brands.

With a Masters in neuroscience and 14 years’ experience working in insights, he has a passion for understanding why we each do what we do, and how together we can support each other in ensuring that we take better actions for the world around us and for the society that joins us together.

He has driven the adoption of behavioural science at Reckitt as an approach to deliver the behaviour changes that realise Reckitt’s ambition to always do the right thing.

Erin Ranue, Head of Research and Performance, BBC Studios/UKTV

Erin Ranue is now Head of Research and Performance for Global Markets at BBC Studios, the parent company to UKTV. Prior to moving over, she worked at UKTV and was responsible for delivering audience insight across almost all of broadcaster’s TV brands, after starting her career at Sky. Looking to get to the crux of understanding human behaviour and choice, she uses a wide-ranging blend of research methodologies to ensure the business knows who their viewers are, why they engage with their brands and how to most effectively grow and remain relevant in an evolving viewing landscape. 

Alice Rayner, Senior Social Research Officer, FSA


Alice has been working in the Social Science team at the Food Standards Agency for 5 years. Alice has an academic background in social psychology and has a particular interest in behavioural insights. Her recent projects at the FSA explore how people behave, make choices, and interact with food; and how we can use behaviour change theories to improve peoples’ food hygiene and help them make healthier and more sustainable food choices. As well as the behavioural trials discussed today; Alice has also been leading the Kitchen Life 2 project (presented last year) which explores people’s real-life behaviours via innovative video capture; and more recently has started working on research exploring business compliance to food regulations.


James Sallows, Global Head of Capability & Transformation, CBIA, Haleon

James has been working in the insight sector for 20+ years and he started his working life as a project manager and business developer in the French online research market. Since then, he has held senior roles in insight agencies (leading both commercial and operational teams at Kantar, Ipsos, Schlesinger) and Media agencies (Chief Insight Officer for IPG Mediabrands) before finding his home in early 2019, client-side at Haleon (formerly GSK Consumer Health). James and his team are a key part of scoping the transformation of this new business as it enters firmly into the consumer space with Deeper Human Understanding called out as a key driver of its future business growth. We are therefore currently driving Behavioural Science and Marketing Effectiveness as key programs across the new business.

James is passionate about driving change in the insight space, focusing on the impact of insights and maximising the innovation, creativity and growth that insights intelligence can bring to business.


Meera Shah, Behavioural Science & Applied Psychology Team, NatWest

Meera has a background in Occupational Psychology, currently training to become a Chartered Occupational Psychologist.  She joined NatWest on a HR graduate programme 9 years ago and has over 6 years’ experience in senior HR business partnering and consultancy roles. Three years ago she moved into the Behavioural Science and Applied Psychology team at NatWest where she applies behavioural science research methods, principles and practice to support and evaluate customer and colleague services and products. Her recent focus has been on Psychological Safety, Trust, Decision Making and Neurodiversity. From 2018 to 2021 she was also Co-Chair for NatWest’s Global Colleague Disability network and is passionate about making the organisation more inclusive for everyone.


Louise Stacey, Shopper Design Manager – Swim, (Speedo) Pentland Group

Over the last (too many to count) years of working in Retail and Shopper facing roles, Louise has gained a wealth of understanding around what makes Shoppers tick, and how to driver conversion at point of purchase.

After completing a degree in International Business, she embarked on a career in retail, starting out in Retail Ops, before moving into the world of Marketing for Speedo, heading up the UK Trade Marketing team, then the Global Retail Marketing team which gave her the opportunity to gain insight into the world of Global Shopper behaviour and how behavioural economics is key to shaping the Global retail strategy for Speedo, in order to help then win at Retail.


Nathalie Wilde, Head of Client Engagement, Ipsos Healthcare


Nathalie is curious about understanding people and loves immersing herself in different cultures.  She’s been working with global businesses for over 25 years in various sectors, lately focusing on healthcare. Fluent in business and brand strategy both from a client and research agency side perspective, she is passionate about answering business questions to drive impact.

Nathalie has a vast and varied experience across many therapeutic areas and clients. Her consultative work informs all phases of product development, with focus on the pre-launch & launch phases, specialising in brand and communications strategy as well as execution. Nathalie loves uncovering what ‘makes humans tick’, using it as a springboard to develop tailored solutions for specific business needs.

She has worked and lived on both sides of the Atlantic, earned a tri-national Masters degree in International Business, a PGCE to teach languages and is a certified Neuro-Linguistic-Programme practitioner.

09.00 Registration & coffee


09.30 Welcome from the Chair
Benjamin Buckby, Founder & CEO, peasee


09.40 How to influence people online, offline and in the Metaverse

The pandemic quickly caused changes in consumer behaviour. Shoppers now expect immersive experiences with access to reviews, QR-codes and promotions in-store as well as online. Are these conveniences leading consumers to (subconsciously) expect brands to focus on providing means for instant gratification?
Join Kantar and Meta as they discuss how marketers can future-proof their strategy with analysis involving Behavioral Science and the Psychology of Wellbeing (PERMA). They’ll also share behavioural science nudges to help delegates influence the entire scope of consumer behaviour – online, offline and in the Metaverse.

Eszter Boczan, Global Behavioural Science Director, Kantar
Jeff L. Herrmann, VP, Global Client Director for Meta, Kantar
Ian Edwards, Global Connection Planning Director, Facebook


10.10 Designing a System 3 based behavioural science methodology to uncover the true barriers to TV viewing

UKTV wanted a new and improved approach to understanding the barriers that were stopping new and existing viewers from watching more often. In this session UKTV and Irrational agency will share the System 3 approach they used to understand viewing experiences and develop behavioural hypotheses to test.
Examine the experiments that were designed to test these hypotheses and how they led to the creation of nudge interventions. Find out how insights have been implemented across UKTV brands and the impact on strategy.

Leigh Caldwell, Co-founder & Partner, Irrational Agency
Erin Ranue, Head of Research and Performance, BBC Studios/UKTV


10.40 Morning refreshments & networking


11.00 PANEL - Behaviourally-informed organisations: stories, struggles and successes of embedding behavioural science

A panel discussion with intrapreneurs and early adopters from a range of industries and functions to share their journeys, learnings, and practical tips for embedding behavioural science in organisations – big and small. Panellists will discuss how and why they are integrating behavioural science in their research, communications, products, services, and experience design; what has (and hasn’t) worked; barriers that they have had to overcome; and their plans for the future. Get inspired and hear first-hand about how to get started and scale behavioural science in organisations to solve business challenges and discover new opportunities for growth.

Benjamin Buckby, Founder & CEO, peasee
James Sallows, Global Head of Transformation & Capability, Haleon (formerly GSK)
Shelagh Martin, Head of Customer Experience, Global Commercial Banking, HSBC
Rupert Gill, Head of Behavioural Science, Ofcom

The online rip-off tip-off!

The tactics being used online to nudge decision making sit across an ethical ‘fine-line’.  In this presentation TBA and the CMA will share how they used a behavioural methodology to develop a consumer-facing campaign aimed at empowering consumers to navigate misleading online sales tactics.

  • Hear what heuristics consumers adopt in the online space
  • Examine the behavioural impacts of specific misleading sales tactics on consumer decision making
  • Analyse the behavioural science concepts that give power to each of the sales tactics

Crawford Hollingworth Global Founder, The Behavioural Architects


12.10 Driving real behavioural outcomes for Reckitt’s brands

In this talk Nicki and Alex will discuss the introduction of new behavioural science frameworks and research approaches across Reckitt brands that are challenging brand teams to approach purpose comms and innovation in a more consumer centric and measurable way. Drawing on new research for the Finish Brand, the conversation will address the challenges and learnings of successfully bringing behavioural science to the brand teams in an actionable way to create actionable interventions.

Dr Nicki Morley, Head of Behavioural Science & Innovation Expertise, UK Insights Kantar
In conversation with
Alex Peters, Purpose Insights Senior Manager, Reckitt


12.40 Lunch


13.40 Matching the mood: how (and why) to tailor nudges for the exact moment they are received 

Imagine your favourite football team just lost the big match. Would you be in the mood to receive an upbeat, social proof-based nudge in the ad break promoting a healthy lifestyle? You know what nudges are, and you know how important it is to personalise them for your specific audience but their effectiveness changes from moment-to-moment according to things like mood. With the big data revolution capturing our data every second and with big tech providing the means to talk to individuals in each one of those seconds, the time is right to start customising nudges to mood, goals, and context. In this fascinating seminar, Kubic Intelligence will explain the secrets of how to do it. 

Dr Vanja Ljevar, Chief Data Scientist, Kubik Intelligence


14.10 A behavioural science approach to identifying and developing diverse talent at Natwest group 

This NatWest Group case study will examine how Behavioural Science was used to attract and select colleagues into its Talent Academy. The aim was to support all of NatWest’s 65,000 employees to feel confident to embrace this internal opportunity and to drastically increase the diversity of applications across the internal talent pipeline, with a specific focus on disadvantaged backgrounds and under-represented groups.
Hear how the behavioural science team applied a range of behavioural techniques to improve processes and communications and how the work has already achieved impressive results with targets for BAME and reasonable adjustments requests being exceeded. 

Vicki Ashworth, Behavioural Science & Applied Psychology Team, NatWest
Meera Shah, Behavioural Science & Applied Psychology Team, NatWest
Anneloes Hak, Behavioural Science & Applied Psychology Team, NatWest


14.40 The trials and tribulations of running behavioural trials ‘in the wild

Applying behavioural science to help design, improve and deliver public policy has become increasingly prevalent across UK Government. The FSA is currently running a programme of five behavioural trials addressing a variety of questions.
In this session the FSA will discuss the challenges of attempting to run behavioural trials ‘in the wild’. The talk will cover issue such as designing trials, finding industry partners, the importance of timing and budget constraints.  Find out what lessons can be learnt and effective strategies for dealing with challenges when delivering your own behavioural trials in the real world.

Ayla Ibrahimi Jarchlo, Social Science Research Officer, FSA 
In conversation with
Alice Rayner, Senior Social Research Officer, FSA

15.10 Afternoon refreshments & networking


15.30 Good for your health? A realistic and pragmatic guide to applying behavioural science in healthcare

There are extensive opportunities to apply behavioural science thinking in healthcare. However, the practical application is beset with challenges.
In this session Ipsos and Viiv Healthcare will share a case study of the practical application of behavioural science including insight into the internal systems and processes that have been developed to facilitate integration of behavioural science in healthcare studies. They will explore how behavioural science can optimise analysis of more traditional methodologies and the importance of client collaboration and a one-team approach to delivering tangible outcomes with a clear focus on business impact.

Anna Meadows, Principal Consultant Behavioural Science, Ipsos
Helen Bennis, Head of Qualitative, Ipsos Healthcare
Nathalie Wilde, Head of Client Engagement, Ipsos Healthcare
Emma Cain, Market Insights Director – Global Commercial Strategy, Viiv Healthcare


16.00 Understanding ‘real’ shopper behaviour and designing solutions

This end-to-end case study will demonstrate how Speedo is using behavioural science to understand why its goggles are underperforming in store environments and how findings are informing behavioural design to improve in-store performance.
Examine how the use of in-the-moment techniques, such as eye tracking technology and engaging shoppers in stores, has provided real not claimed behavioural observations. Hear how the application of behavioural science, interpreted with consumer psychology findings have led to design changes to product packaging and in store positioning.

Will Morgan, Associate Director, Spark Emotions
Louise Stacey, Shopper Design Manager, Speedo


16.30 Drinks networking reception


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