Learn behavioural change and how it effects and improves our chances of commercial success.

All business depends on selling or marketing to human beings. Anything that helps us better understand how and why people make decisions (for example - buying things) must improve our chances of commercial success.

Behavioural Economics offers a more scientifically robust and accessible model for understanding the basis of behaviour change in a fundamentally different way and how to implement it.

The course is an entertaining and lively mixture of collaborative learning, and team exercises and the form of the training will be in line with the principles of Behavioural Economics itself – full of experiments, case histories and even some psychological illusions.

Attendees are encouraged to bring their own stories and examples.

Who would benefit

This course will touch all aspects of business, not just market research and insight: so all those who work in marketing, creative and innovation will benefit from this, as will those in communications development and culture and change management.

In short, it is essential for anyone whose role involves exploring or affecting decision-making in both B2C and B2B.


  • To explore why the old rational/cognitive model still clings on and the limits of the information-processing and ‘messaging’ models of communication.
  • To unveil in its place, the new understanding of the brain with an emphasis on the role of System 1 and System 2 and how they differ.
  • To understand the role and importance of engaging the emotions.
  • To open up new areas such as priming, norms, heuristics and availability.
  • To jointly probe what this means for research, communications, changing consumer (and B2B) behaviour and communication and new product development.

Learning outcomes

  • Replace the old ‘faulty, if seductive’ model of the Rational Consumer, with one that is more in line with cutting-edge thinking about the emotional and social triggers that underlie behavioural change.
  • This will affect how you make decisions within company culture, across all elements of marketing such as pricing, positioning, creativity, communications and innovation.
  • In its place, concepts such as choice architecture, heuristics, anchoring, priming and the effect of other such cognitive biases will be clearly explained and collaboratively applied.
  • Specifically, what does it mean for research, insight, brands and communications?



Chris Holbrook - Find Out Now, April 2022


Catherine Cowie - Royal London, November 2021

Tas is a Man of Many Lanyards.
He runs his own training company and is a Course Director for the Chartered institute of Marketing, the Market Research Society and the Civil Service College, running courses on Storytelling, Behavioural Economics, Insightment and Creative Briefing amongst others in the UK, US, China, Hong Kong, Australia, Sweden and UAE.
He is also a long term Ad Agency planner/Strategist and still freelances with several ad agencies and clients.
He is an Associate Lecturer at London College of Communications, Bucks New University, Nottingham Trent and Beijing Normal Universities.
Tas is also a Principal Advisor for CIO Connect in Hong Kong, the premier advisory service dedicated to CIOs and other technology leaders in Hong Kong.
He speaks regularly at international conferences, for example keynoting [an actual verb] at the US Insights Association “Next” conference in New York in May 2017 as well as at the Australian Market Research Society annual conference in Sydney in September 2017.
He is the author of The Storytelling Book,  the award-winning guide to using storytelling techniques to improve presentations and communication. The book is already on a fourth re-print.
A short clip from a recent book talk is here and an article from Management Today is here.
His next book, “The Inspiratorium”, a compendium of insight and inspiration, is due to hit physical and virtual shelves in June 2018.
Tas is also a Trustee of the Phoenix Cinema, the oldest continually-running cinema in the UK, speaks passable French, obsesses about etymology, rather over-avidly follows Arcade Fire, Game of Thrones and Stranger Things, and plays tennis and skis harmlessly.

Additional Information

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