Behavioural Science Summit 2026

09.00 Registration & coffee 

09.40 Welcome from the Chair 

Dr Nicki Morley 

Global MD Innovation solution 

Kantar 

09.45 From segment to seat: how behavioural science transformed in-flight retail for easyJet 

In-flight retail represents a significant but under leveraged revenue opportunity for airlines. This presentation explores how a rigorous behavioural science framework was deployed across a retail optimisation programme for easyJet. You’ll hear how demographic profiling, psychometrics, explicit and implicit response testing, and machine learning were combined to identify four behavioural passenger segments and to map decision-making across the full travel journey. You’ll also discover how these behavioural insights informed targeted retail interventions and a redesigned in-flight brochure, applying principles such as saliency, processing fluency and pricing psychology.  

Find out how the programme delivered measurable commercial impact, including increases in spend and improved customer satisfaction. 

Jadin Meurer, Senior Behavioural Architect, Cowry Consulting 

Emma Durkin, Retail Marketing Lead, easyJet 

10.15 Driving commercial effectiveness: actionable lessons from integrating behavioural science into Data & AI product delivery  

To deliver on reaching 1 billion more consumers by 2030, Haleon is deploying Data & AI products that enable budget holders globally to optimise commercial spend. Behavioural science is critical to driving adoption and value realisation, ensuring budget holders have the opportunity, motivation and capability to immediately adopt these products to make the right investment choices.  

This session shares how behavioural science is being integrated into the Data & AI product delivery lifecycle - from discovery to design to deployment. Hear practical lessons from Haleon’s journey, including getting stakeholder buy-in, restructuring ops delivery models, and designing for behaviour change upfront. 

Anita Bhogaita, Head of Commercial Effectiveness, Digital & Tech, Haleon  

Benjamin Buckby, Behavioural Design Lead, Digital & Tech, Haleon 

10.45 Morning refreshments 

11.15 Inside the recycler’s mind: how an AI psychoanalyst shaped PepsiCo’s global recycling strategy  

Everyone knows they should recycle, yet the global "say-do" gap remains massive. This session explores how PepsiCo partnered with Brand Genetics to uncover the hidden psychological drivers behind PET recycling behaviours across nine global markets to improve the impact of its recycling strategy. Combining ethnographic safaris with a proprietary AI-powered “Psychoanalyst”, the team mapped behavioural barriers and motivations using the COM-B framework.   

Examine how this Human+AI methodology - decoding Capability, Opportunity and Motivation - moved PepsiCo away from generic messaging towards precise, market-cluster interventions.  

Tom Ellis, CEO, Brand Genetics  

Yerik Rod, Global Insights Director Sustainability, PepsiCo 

11.45 Stop asking shoppers. Start watching what they do at shelf 

In FMCG, decisions are made in seconds at the shelf, yet many organisations still rely heavily on claimed behaviour. This panel brings together insight leaders from Procter & Gamble and Mondelez International with behavioural research experts from PRS IN VIVO to explore how leading brands are closing the say–do gap and using real shopper behaviour to improve decision-making in an increasingly AI-driven, data-rich environment.  

Join panellists to explore how behavioural data is being integrated with sales, shopper and AI-driven analytics to anticipate in-market performance, decode what shoppers actually do at shelf, and drive commercial growth in highly competitive landscapes. 

Chaired by 

Rosie Paul, Senior Director, Client Development, PRS IN VIVO 

Panellists 

MariaAna Correia, Consumer & Market Knowledge Senior Manager, P&G 

Astrid Sochat, Consumer Insights Manager, Mondelez International 

12.15 The UNSAID: hidden truths about AI transformation in marketing 

VML and Google share findings from a two-year experimental study exploring the behavioural drivers of AI adoption in marketing organisations.  

Combining qualitative interviews, semiotic and discourse analysis, the research identified three distinct “AI mindsets” linked to adoption behaviours. Live behavioural experiments with marketers and MBA students, examined how people responded to uncertainty, loss of control and ownership when working with AI systems and revealed that behavioural outcomes were shaped less by capability training alone, and more by the contexts, conditions and systems surrounding AI use. 

Gain practical insight into how behavioural science can help organisations design environments that enable more effective AI adoption and implementation. 

Felicitas de Zavalía, Lead Strategic Designer, VML The Cocktail 

Maxwell Minckler, Senior Market Insights Manager, Search and YouTube, EMEA 

Google  

12.45 Lunch 

13.45 Shifting behaviours to create a new wave of investors 

The UK has a persistent investment participation gap. To address this, St. James’s Place and Ipsos Behavioural Science set out to test which behavioural levers could shift investment intention.  

The study compared four behavioural routes (Future Self, Social Norms, Shame Reduction and Identity Motivation) which were tested across 17 experimental cells with almost 6,000 participants. The study also tested different executional styles of communications, including high tangibility and emotional attention.  

The findings showed that behaviourally informed messaging can increase comfort, understanding and intended investment participation, especially among younger adults. Crucially, the project identified which approaches worked best, for which groups, and at what potential scale.  

Colin Strong, Head of Behavioural Science, Ipsos 

Melloney Underhill, Insight Lead, Client Division, St. James’s Place 

14.15 Beyond segmentation: designing behavioural interventions that drive action 

Most customer journeys are presented as rational, linear funnels. In reality, behaviour is driven by messy, emotional and situational triggers that traditional segmentation often fails to capture. Join ImpactSense and MPB to explore how behavioural science was applied to uncover the real drivers behind buying and selling used camera equipment, a category where products act as an extension of identity and decision-making is deeply emotional. Crucially, this work moves beyond insight into application, turning behavioural understanding into tangible interventions across marketing, messaging and experience design.  

Veronica Naguib, Managing Director, ImpactSense 

Kevin May, Principal Behaviour Change Consultant, Kevin May Studio 

Siam Sinotok, Global Research Lead, MPB 

14.45 Diagnosing the gender investment gap: a behavioural science approach at scale  

In the UK, men hold over £1 trillion in investments compared to £450 billion for women. Closing this gap is a societal imperative. In this session, Lloyds Banking Group and Dectech share findings from a two-year behavioural science programme exploring the drivers behind the UK’s gender investment gap and informing more inclusive financial strategies.  

Hear key insights from the mixed-methods research which examined the behavioural, structural and cultural barriers shaping investment decisions across life stages. Explore the methodological challenges of diagnosing behavioural inequalities at scale, and what this means for research design in practice.  

Miriam Makin, Senior Associate, Dectech  

William Nicholas, Research Manager, Lloyds Banking Group 

15.15 Afternoon refreshments 

15.45 Lights down, action taken: proving cinema’s role in driving behaviour change 

Can immersive media environments drive real-world behaviour change? In this session, Pearl & Dean and MM-Eye share findings from the award-winning Wild Spaces cinema campaign, designed to reconnect audiences with nature through purpose-led advertising. Grounded in the Theory of Planned Behaviour, the research combined instinctive, emotional and rational measures to assess how cinema influences sustainability perceptions and behavioural intent. The findings reveal how cinema’s immersive, high-attention environment can strengthen credibility, deepen engagement and significantly increase motivation to act, demonstrating how context and creativity can turn awareness campaigns into behaviour-changing experiences. 

Nicola Church, Research Director, MM-Eye 

Anna Cremin, Head of Research and Consumer Insight, Pearl & Dean  

16.15 Bridging rigour and real-world energy policy: delivering a large-scale behavioural field trial 

How is behavioural science supporting the transition to net zero? Ofgem shares findings from a large-scale behavioural field trial exploring how standing charges on energy bills can be linked to peak-time electricity use. Using a randomised controlled trial with over 40,000 smart-meter customers, the study tested whether predictable rebates and behaviourally informed communications could encourage more flexible energy consumption. Combining smart meter, survey and interview data, the research reveals how consumers responded to the intervention and explores the practical challenges of applying behavioural science in real-world energy policy. 

Annu Dwivedi, Behavioural Scientist, Ofgem 

Laura Smart, Deputy Director in the Consumer Insights and Behavioural Science team, Ofgem 

16.45 Closing comments from the Chair 

16.50 End of conference