Implicit research and intervention design

The Behavioural Science Summit 2023 explores the fascinating intersection of psychology and consumer behaviour. Expect a day packed with diverse case studies, showcasing how applications of behavioural science in research are giving insights into emotions, schools' hygiene programmes and magazine reading habits.

Hear how behavioural science practitioners are using a range of methodologies to uncover drivers that influence consumer decision making with key contributions from:

Google, WWF-UK, Reckitt, NatWest Group, BCW Global, DFS, Marketforce, National Highways, Consumer Council for Water, Cambridge Institute for Sustainable Leadership

This conference provides a day of practical insights enabling you to:

  • Decode implicit decision making and identify key behavioural influences
  • Design and conduct behavioural experiments
  • Demonstrate successful outcomes from behavioural nudges
  • Embed human centred insight using across large organisation

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


Iain Agnew. Head of Marketing Consents & Preferences, Digital Media & Marketing, NatWest Group
Iain is an expert in Marketing, with over 20 years’ experience involving customer relationship management, data-driven digital marketing strategy development, and permissions and consent expertise.  At NatWest, Iain leads the pan-bank marketing consents and preferences strategy, supporting the marketing activities conducted across all the bank’s brands, franchises, products and services to help our 19 million customers to thrive.

Sarah Ashley, Research Manager, Google
Sarah has led several in-depth studies at Google into evolving shopping behaviour and media viewing habits. During her 10 years in the industry, she has enjoyed an eclectic set of roles, from brand strategy to innovation. Whether it’s launching award winning products or championing equity and inclusion, she is passionate about delivering insights that place customers at the heart of business decision-making. She represents Google in a range of forums in the UK marketing and research industries, and has a first class degree in Social Anthropology from the University of Cambridge.

Kate Barber, Senior Advisor, Social Research and Behaviour Change Centre of Excellence, National Highways
Kate is part of the team of social and behavioural scientists at National Highways providing a better understanding of customers – their beliefs, attitudes and behaviours – and working with them to deliver change. She has extensive experience of delivering research and insight to support business decisions having previously worked in academic, consultancy, research agency and client-side roles. She specialises in the transport sector providing people centred insight on road safety, mode choice, public transport and sustainable travel.
Kate leads on a portfolio of work at National Highways collaborating with internal teams, and often a variety of external experts to deliver projects. Our focus is on promoting people centred approaches using behavioural insight and the latest behaviour change techniques to support the delivery of safe, secure and sustainable transport systems. As a small team we are developing a network of Behaviour Change Champions within the organisation to help raise behavioural science capability. In addition, Kate provides technical advice on research across the business and she is a member of the Market Research Society Standards Board. 

Aston Brand, Senior Consultant, Atkins Global
Aston is an accomplished Senior Consultant within the Intelligent Mobility and Smart Technologies (IMST) practice at Atkins, with over 6 years’ experience of delivering human factors and behavioural change projects within the transportation sector. Aston ensures that a human-centred and systems-thinking approach is taken in all of her projects to help maximise the positive impacts of transport investments and mitigate any potential negative unintended consequences. She has supported several national and local authority organisations to better understand their customers and develop evidence-based transport initiatives that balance human and system performance outcomes, including National Highways, Transport for the West Midlands and the West of England Combined Authority.
Aston has held an integral role in National Highways’ ‘Delivering behavioural insight and change’ programme – supporting the Social Research and Behaviour Change Centre of Excellence to embed social research and behavioural science across the organisation. Aston has led a range of activities that aim to increase capability in these areas at the individual and cultural levels. For example, in collaboration with National Highways, she developed a ‘behavioural science best practice guide’ that will help the organisation and its partners deliver more effective Travel Demand Management schemes across the UK.

Emma Carey, Head of Marketing Services, Marketforce
For over 10 years, Emma has been responsible for heading up a team of data and insight experts at Marketforce, owned by none other than Future PLC, the fastest-growing European media company. Emma has been working for the industry for over 20 years, gaining knowledge from all aspects of the media Supply Chain. Her passion is helping clients understand how consumers behave at the magazine newsstand and turning insights into action to drive sales and revenue while helping to protect magazine space at retail.  

Jenifer Eketone, Behavioural Science Research Director. Walnut Unlimited
With a first-class honours degree in History and a Masters with Distinction in InternationalCommunications Jenifer has always had a strong academic background and love of learning. While hermarket research career started in qualitative research, she soon became curious into how learningsfrom behavioural economics could be used to create better insights for her clients. After taking anonline Behavioural Economics course run by Dan Ariely at Duke University, she began to develop waysto integrate behaviouralscience with traditional market research approaches. Jenifer pioneered thebehavioural science unit at ICM Research where she developed their Shortcuts framework. When ICMResearch merged into Walnut Unlimited her framework ‘Shortcuts’ became the heart ofWalnut’sBeSci offering. Since the merge in 2017 she has grown Walnut’sBeSci team and wider BeSci offering.

Jonathan Hall, Managing Partner, Sustainable Transformation Practice, Kantar
Jonathan is Managing Partner of Kantar’s Sustainable Transformation Practice, responsible for leading the team, solution development, thought leadership and business management for all of Kantar’s client work across the world. 
The core expertise of the Practice is in understanding the relevance of sustainability issues by sector, developing and helping activate meaningful and authentic Purpose, devising innovation solutions, unlocking behaviour change, and structuring impactful measurement programmes.
Jonathan is on the Advisory Group for the Disrupting Marketing for Sustainability course at the Cambridge Institute for Sustainability Leadership. He is also a Non-Executive Director on the Main Board of both the water charity, Water Unite, and the Market Research Society. He is on the Leadership team of the Insight Climate Collective, a long-standing member of the editorial board of the International Journal of Brand Management, a member at the sustainability-oriented members’ club, The Conduit, and a Fellow of the RSA.

Caroline Herring, Senior Insight Manager, DFS
Having worked in research for over 25 years, with extensive client side and agency experience, Caroline has a unique and honest perspective on how insight can truly drive business change as well as how to foster creative and profitable client/agency collaboration. 
Previous roles as insight lead for a northern based Shopper Marketing agency gave her good grounding for a role at Walgreens Boots Alliance where she was responsible for delivering insight for global brands such as No7 as well bringing new brands to market. For the past 5 years, Caroline has held a senior insight role at DFS where her work on consumer segmentation was recognised with The Drum Marketing Awards 2020 prize for Customer Insight.  Happily, ‘think customer’ is one of DFS three core brand values which allows her to spend a lot of time in stores talking to shoppers and store colleagues alike and getting to sit on some very comfy sofas indeed.  
She is a passionate champion of getting best in class insight heard not just in the boardroom but throughout the business.

Crawford Hollingworth, 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 280 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, MRG award for the best research initiative and MRS Grand Prix Award for Social Impact and the MRS Award for Sustainability research .

Steven Johnson, Director, Behavioural Science, BCW Global
Steven has spent the last 15 years working at the intersection of behavioural insights, data science and human-centred design.
He is currently Director of Behavioural Science at BCW, a WPP communications agency, and heads up the WHY practice: a dedicated team focussed on the application of behaviour change science and technology.
Over his career he has worked across sectors, helping organisations, teams and individuals drive improvement through a behavioural approach to innovation. He has led insight and design on a vast range of award-winning behaviour change projects, incorporating over 40 randomised controlled trials (RCTs).
Working with clients across the UK, Europe and North America his work has received recognition from Cannes Lions, D&AD, IPA, AHC, How-Do and the German Design Council.
He served 3 years as an NED with global advertising body D&AD, helping the executive team develop their understanding, positioning and offer in relation to behaviour change, sustainability and social impact.
In 2014 he launched one of the first specialist behavioural insights consultancies in the UK, successfully growing and selling what had become an award-winning business in 2019.
He is a Fellow of the RSA and Founder at Considered_.

Nors Kinsey, Research Director, Walnut Unlimited
Nors’passion is exploring what makes us tick.Across her career Nors has evaluated customerexperience in high street stores, leisure & sporting attractions, transport, food & beverage outletsand e-commerce; evaluating what makes us select one channel over another, what mission orneedstate leads to purchasing one service or product over another.Working with theNeuroscientists, Behavioural Scientists and Data Scientists at Walnut, Nors’Retail research assessesdrivers and barriers, where context is always key.Despite being armed with the inside track onshopper psychology, Nors remains a sucker for a‘25%off 6 bottles of wine’deal.

Alexei Lee. Senior Behavioural Change and Research Consultant. Atkins Global
Alexei is a social and behavioural research specialist with over 15 years of insight and strategy experience, spanning a multitude of public and private sector industries. He also holds an MSc in Behavioural Decision Science. During his career, Alexei has spent much of his time either leading or working as part of digital and user experience teams, helping organisations get to know their customers through research and improving how they interact with them online. This has led him to work with organisations such as National Highways, MoD, Department for Education, Forestry England and Unite the Union, among others.
As a Senior Consultant in Atkins’ Intelligent Mobility and Smart Technologies practice, Alexei works with National Highways’ Social Research and Behaviour Change Centre of Excellence and the Customer Insight team to help the organisation better understand how its customers think, feel and behave. 

Rich Lewis, Director Decision Technology
Dr Rich Lewis is a founding director of Dectech, one of the longest-established Behavioural Science consultancies. He has more than two decades of experience advising private and public sector organisations across the world. Dectech has pioneered the use of immersive online experiments and their award-winning Behaviourlab approach has helped companies to understand and influence customer behaviour in financial services, telecoms, energy, and retail. 

Ana Maria, Millan, Policy Manager, Consumer Council for Water

Ana is a Policy Manager at the Consumer Council for Water (CCW). She has worked in the water sector for over 20 years in academia, consultancy and policy making. Ana’s main interests are demand management, climate change, the water environment and helping people to understand why saving water matters and how to change their behaviour.
She has a BSc and MSc in Civil Engineering from Universidad de los Andes (Colombia) and a PhD from Newcastle University.

Dipesh Mistry, Associate Director, The Behavioural Architects
Dipesh is a quantitative behavioural scientist with a BSc in Neuropsychology and an MSc in Cognitive Neuroscience.
He has close to a decade’s experience in research, which has centred around applying his strong academic background to the commercial research sector. Dipesh’s career has centred around creating innovative methods to address a range of behavioural questions across a wide range of sectors.

Will Morgan, Research 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 behave in store and online.
Now a Research 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 Behavioural Science and Innovation Expertise, Kantar
Nicki leads the development of our Behavioural Science and Innovation thinking at Kantar, focused on helping clients 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.
With over 13 years of experience working client side at Unilever, in both their R&D and CMI functions, Nicki has been involved in the development of many sustainable innovations for Unilever’s biggest brands. Nicki also has 5 years of experience at Kantar, working with a variety of clients across a wide range of FMCG categories, as well as in 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 instrumental in developing Kantar’s sustainable innovation toolkit and serves as an expert adviser to our internal teams and also external clients on all things innovation, sustainability and behavioural science.

Ed Nottingham, Behavioural Science Manager, NatWest Group
Ed is a lead behavioural scientist at NatWest, with twelve years’ experience using psychological insights and data science techniques to answer prickly behavioural problems. He collaborates with colleagues across the NatWest Group brands to facilitate evidence-led strategic decisions and drive good outcomes for customers and colleagues alike.

Alex Peters, Global Purpose Insights Lead, Reckitt
Alex Peters leads purpose insights at Reckitt. This is about developing and scaling capabilities for building a deep understanding of people and leveraging behavioural science to drive sustainable actions. The goal is to unlock the understanding that ensures that Reckitt brands are authentic and meaningful and fight to deliver what matters most, for people and for planet.

Ramya Rao, Behavioural Sustainability Scientist, Behaven
Ramya Rao is a Behaviour Change Manager at Behaven. She has an MSc (research) in Behavioural and Cognitive Neurosciences from the University of Groningen, where she looked at promoting sustainable consumer choices through methods in experimental and environmental psychology. Aiming for a career where science is put to practice, she joined Behaven and has since worked on encouraging plant-based dietary behaviours, sustainable mobility and other pro-environmental behaviours for clients across Europe such as the WWF-UK, the UK Government, B Lab and others.

Alessandra Russo, Head of Insight Hygiene – Italy & Greece, Reckitt
I have a bachelor's degree in psychology with a master's degree in applied psychology.
I have experience in training and vocational development of youth in EU.
18 years of experience in market research both on agency and company side.
Ex GFK, Unilever and currently employed at Reckitt leading the I&A function for IT & GR.
I’m passionate about driving consumer centricity within the organization by leading key communication and purpose projects to enable good behavioral practices within the community.

Taylor Saia, Strategy Director, BCW Global
Taylor has spent the past 12 years using market research methods, data analytics, and strategic insights to help businesses and organisations better understand and connect with their audiences, lead with purpose, and communicate with creativity and impact. Whether it’s developing and launching powerful, integrated brand campaigns, driving barrier-breaking social movements, or creating thought-leading content, Taylor is passionate about using the power of insight to change hearts and minds and measurably move people to action. Over his career, he has led global marketing-communications strategy development for a vast range of clients with unique business challenges across sectors – including technology giants, international affairs organisations, healthcare innovators, education institutions, startups, and well-established consumer brands. His work has been awarded Gold Cannes Lions in PR, SABRE Awards, Insight and Innovation SABREs, “Campaign of the Year”, and is frequently featured in some of the highest-profile media publications globally. Currently BCW’s Strategy Director in the UK, Taylor enjoys creative problem-solving and collaborating to make a measurable, positive difference in the world.

Owain Service, CEO, The Cognition Company
Owain is the CEO of CogCo, whose mission is to combine behavioural science, design and datascience to test and develop ideas that work. Owain specialises in helping organisations to build theirinternal capabilities relating to the behaviours of their customers and employees; andin the practicalapplication of behavioural science. He is an Honorary Professor of Behavioural Science at WarwickUniversity, and the co-author ofThink Small. He was previously the co-founder and ManagingDirector of the UK Government’s Behavioural Insights Team and before that was a Deputy Director ofthe Prime Minister’s Strategy Unit.

Colin Strong, Head of Behavioural Science, Ipsos
Colin Strong is Head of Behavioural Science at Ipsos, providing leadership on behaviour change for a wide range of client challenges across the public and private sectors.
Colin has a long track record in market and social research which he fully uses with the team in their behavioural practice working with Ipsos clients and research groups in the UK and globally. He is founder of Frontline Be Sci, a popular behavioural science blog and is about to publish a new book, Out of Time, how beliefs about humans are changing as a result of global warming, tech disruption and COVID.  He is also author of Humanizing Big Data, a look at the way digital lives are reshaping the way we understand ourselves.

Gonzalo Taylor, Campaign Manager, WWF-UK
Gonzalo (he/him) is the Campaign Manager for WWF-UK’s Eat4Change initiative. His work focusses on making young people re-think their relationship with food, use the power of choice and make changes that positively impact nature. Over the past 8 years Gonzalo has worked as an international campaigns’ strategist. He has built initiatives from scratch and devised tactics for a variety of non-profits including UNICEF, Plan International, Care International, and among others.

Charlotte Thompson, Director, Commercial Reach and Influence, Cambridge Institute for Sustainable Leadership
Charlie is Director, Commercial Reach & Influence at the Cambridge Institute for Sustainability Leadership (CISL) and Co-Convenor of its Sustainable Marketing, Media & Creative course. Charlie leads CISL’s work on the influence of the business ecosystem via the role of marketing, media and creative industries, and the opportunity this poses for sustainable change.

Jacqui Upton, Senior Advisor, Social Research and Behaviour Change Centre of Excellence, National Highways
Jacqui is part of the team of social and behavioural scientists at National Highways providing a better understanding of customers – their beliefs, attitudes and behaviours – and working with them to deliver change. Her academic background is based in psychology and psychological research methods and their application, bridging the gap between theory and practice, and bringing academic rigor to real-world challenges. Jacqui is also working with external bodies to provide research advice and consultancy.
Jacqui is leading the Futures portfolio of work at National Highways, horizon scanning topics critical for our future roads. She collaborates with colleagues and teams to support the advancement of evidence-based decision-making, leading to impactful outcomes in the realm of social research and behaviour change. She is also leading on the development of knowledge and capability building activities to help embed better understanding of behavioural science, and its associated methods, in the organisation.
Jacqui works to promote peopled centred approaches and is a graduate member of the British Psychological Society.

Ted Utoft, CEO, BVA Nudge Consulting
After completing degrees in Journalism and Theatre, Ted ventured to China to work on the China Daily, China’s official English-language daily newspaper and later at a lifestyle and design publication in Beijing and Shanghai. Ted next ventured to Singapore and entered the market research industry with Flamingo in 2006.
He soon broke off on his own to form a small research and consulting practice that later joined forces with Asian Strategies, focusing on B2B, luxury and travel destination clients. Ted then took a break from consumer insight and co-founded Korla, a textile company that satisfied his creative leanings and gave him a taste of start-up life. In 2013 Ted joined PRS IN VIVO and led the qualitative practice for Asia Pacific. He then joined the London team in 2017 driving business with clients looking to learn more about shopper and behaviour change. At last count, Ted has led research and consulting initiatives in over 25 countries.
Ted helped to launch the UK Nudge team in 2019 and served as Chief Growth Officer globally from our London office. In late 2022 Ted also took on leadership of the UK team.  Clients include: UBS, Reckitt, P&G, HSBC, Mars, and Sodastream.



09.00    Registration & Coffee

09.30    Opening comments from the Chair
Crawford Hollingworth, Founder, The Behavioural Architects

09.45    Decoding decisions: how do people decide what to buy?
Decoding Decisions is Google and The Behavioural Architects’ research programme that addresses a simple but fundamental question for marketers: how do people decide what to buy?Hear highlights from the newest edition of the work which tackles three environments where marketers have the potential to use BeSci to supercharge the information they present about their brands - Search, website content & apps, and in the places where brands make their products available for sale.
Dipesh Mistry, Associate Director, The Behavioural Architects
Sarah Ashley, Research Manager, Google

10.15    How digital design affects consumers' choices: a large scale, online experiment
Working with Citizens Advice, CogCo ran a large online experiment to test the effect of in-app design, marketing and information on people’s propensity to use ‘Buy Now Pay Later’ options when buying products online.
Building a prototype of a retail app, and recruiting 2,000 participants to complete a shopping task, CogCo tested which version of the app would result in the most people choosing to pay with ‘Buy Now Pay Later’, and whether different versions would result in higher levels of understanding of these choices.  Hear key results and client recommendations resulting from this behavioural experiment.
Owain Service, CEO, CogCo

10.45    Applying behavioural science to optimise the shopper experience in DFS stores
DFS wanted to test the effectiveness and impact of its newly installed feature spaces on customer experiences, perceptions of the brand and in prompting customer to explore additional product ranges than planned. Going beyond a classic qual safari and quant exit interview strategy, they employed eye tracking which captured what customers really looked at in-store. In addition, a behavioural science in-store audit helped explain why certain features had more attention than others.
Join Walnut and DFS as they share the research journey and how the project informed in-store strategy and delivered actionable next steps.
Jenifer Eketone, Behavioural Science Research Director, Walnut Unlimited
Nors Kinsey, Research Director, Walnut Unlimited
Caroline Herring, Senior Insight Manager, DFS

11.15    Morning refreshments

11.45    Shifting the conversation to sustainable outcomes
The UN reports that closing the value action gap between people’s desire to be sustainable and their ability to do so is the holy grail in overcoming the barriers to sustainable consumption. However, the approaches taken traditionally by brands to encourage sustainable behaviours, tend to be focused on driving people’s awareness and changing their beliefs about sustainability. The conversation needs to shift towards driving more behaviour change.
This panel discussion will question whether behavioural science practitioners are doing enough to support brands to drive to more sustainable outcomes and it will consider alternative approaches.
Chaired by:
Dr Nicki Morley, Head of behavioural science and innovation expertise, Kantar UK Insights
Panelists: Jonathan Hall, Managing Partner, Sustainable Transformation Practice, Kantar; Charlotte Thompson, Director, Commercial Reach & Influence, Cambridge Institute for Sustainable Leadership; Alex Peters, Global Purpose Insights Lead, Reckitt

12.15    ‘Eat4Change’: closing the intention-action gap in sustainable diets
Most 25–34-year-olds in the UK report the intention to reduce their meat consumption, yet this group is also among the country's biggest meat eaters. Behaven worked with the WWF-UK to understand and address this intention-action gap through innovative and evidence-based communication campaigns.
Using a blended approach of a literature review, interviews and implicit tests the project revealed over 50 barriers and enablers. Based on this, behavioural interventions were developed and tested leading to recommendations to optimise future communication campaigns.

Fred Dorsimont, Co-founder & Managing Director, Behaven
Gonzalo Taylor, Campaign Manager, WWF-UK 

12.45     Personal values: the key to a more human-centred behavioural science
Whilst it’s widely accepted that values influence behaviour, the mechanics of this relationship and how it can be operationalised within a behavioural science framework is still poorly understood. To better understand this relationship, BCW built a global collaboration of behavioural scientists, researchers, leading values academics, communications strategists and data scientists to conduct one of the most comprehensive world-wide studies of personal values ever undertaken. 37,000 respondents were surveyed across 30 different markets, building over 30 million data points.
Hear key outputs from this first phase study.
Steven Johnson, Director, Behavioural Science, BCW Global
Taylor Saia, Strategy Director, BCW Global

13.15    Lunch

14.15    Using behavioural measures to identify magazine design principles that drive engagement at point of purchase
This session reveals what design principles maximise engagement with new and existing readers utilising the front cover of a magazine. Marketforce, the leading distributer of women’s magazines, wanted to understand behaviour and perceptions at fixture to drive behaviour change and increase engagement. In-store eye-tracking was used to understand exactly what shoppers were engaging with at-fixture, specifically in terms of magazine design layout.
 Hear recommendations that were made by Marketforce in response to readers’ uncovered needs and examine the psychological principles which underpin these as behaviour change mechanisms.
Will Morgan, Research Director, Spark Emotions
Emma Carey, Head of Marketing Services, Marketforce

14.45     Gloom and bloom: looking at implicit reactions to understand the role of emotion in behaviour change communications
The Consumer Council for Water (CCW) aims to raise awareness of how water use behaviour impacts the environment. It’s seeking to understand which types of visual messages resonate better with people and can influence water saving behaviours.To achieve this, Ipsos used innovative implicit facial coding techniques to gauge participants’ reactions to messages, alongside longitudinal behavioural research through an online community platform and in-depth interviews. Examine how the research has provided insights around types of language and tone, framing techniques, and calls to action which can be most effective in positively influencing water saving behaviour. 
Colin Strong, Global Lead, Behavioural Science, Ipsos
Ana Maria Millan, Policy Manager, Consumer Council for Water

15.15    Developing a pan-bank strategy for gathering customer marketing preferences
Trust is a foundation stone for NatWest’s relationship with customers. Confusion and irritation resulting from receiving unwanted marketing materials act to undermine the trust – which once eroded, is hard to recover.
This case study shows how NatWest formed a multidisciplinary team to develop, test and validate a bank-wide strategy for optimising the gathering of marketing permissions. The research which incorporated 14,000 customers over multiple phases of research enabled NatWest to double the number of customers providing marketing permission while increasing customer comprehension by 32%. The use of behavioural experiments lessened the ethical and regulatory constraints of live research while closing the “say-do gap” of traditional research.
Rich Lewis, Director, Decision Technology
Iain Agnew, Head of Marketing Consents & Preferences, Digital Media & Marketing, NatWest Group
Ed Nottingham, Behavioural Science & Applied Psychology Centre of Expertise, NatWest Group

15.45 Afternoon refreshments

16.00    Schools - a perfect setting to test nudge theory!
Young children are irrational but can be guided towards better behaviour using contextual intervention. During the Covid 19 crisis in Northern Italy, primary schools could only open and provide a safe environment if habits and in-school rituals changed. BVA Nudge Consulting was engaged by Napsian to collaborate on a school’s program to guide appropriate hygiene and physical distancing.
Using an ethnographic approach, key moments of transmission to avoid and moments of hygiene to foster were identified, leading to the development of a toolkit with over 15 nudges and interventions. Hear the latest national evidence released in May 2023 for this on-going project.
Ted Utoft, CEO, BVA Nudge Consulting
Alessandra Russo, Head of Insight Hygiene – Italy & Greece, Reckitt

16.30 Embedding human centred insight across National Highways
National Highways’ Social Research and Behaviour Change Centre of Excellence (SR&BC COE) seeks to understand how the public interact with and use the nation’s major roads (now and in the future), so that people can be placed at the heart of everything the organisation does.
The team will discuss the different tools and approaches that they have used to establish behaviour-led thinking within the business (including their unique behaviour change model – DRIVES), development of their Behaviour Change Champions network and the challenges they have faced along the way.
Alexei Lee, Senior Behavioural Change and Research Consultant, AtkinsRéalis
In conversation with
Kate Barber, Senior Advisor, Social Research and Behaviour Change Centre of Excellence, National Highways
Jacqui Upton, Senior Advisor, Social Research and Behaviour Change Centre of Excellence, National Highways
Aston Brand, Senior Consultant, AtkinsRéalis

17.00 Drinks reception sponsored by Kantar


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