Build your understanding of behavioural change and how it creates commercial success

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

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

Behavioural economics offers a scientifically robust and accessible model for understanding the basis of behaviour change and how to implement it. This course is an entertaining and lively mixture of collaborative learning and team exercises. The form of training is in line with the principles of behavioural economics itself – full of experiments, case histories and even some psychological illusions.

You are encouraged to come armed with your own stories and examples.

Learning outcomes
  • Why the old rational/cognitive model still clings on, and the limits of information-processing and ‘messaging’ models of communication
  • How the roles of System 1 and System 2 differ in our brains
  • The role and importance of engaging the emotions
  • New areas such as priming, norms, heuristics and availability
  • What this means for research, communications, changing consumer (and B2B) behaviour and new product development
  • Why the ‘faulty, if seductive’ model of the rational consumer should be replaced with one more in line with cutting-edge thinking about the emotional and social triggers that underlie behavioural change
  • How you make decisions within company culture, across all elements of marketing such as pricing, positioning, creativity, communications and innovation
  • Concepts such as choice architecture, heuristics, anchoring, priming and the effect of other cognitive biases
  • What this all means for research, insight, brands and communications
Who will benefit

Anyone whose role involves exploring or affecting decision making in both B2C and B2B. The course touches all aspects of business (not just market research and insight), and will benefit those who work in marketing, creative and innovation, as well as in communications development and culture and change management.

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

"Interesting, apt, useful"

Yo Green, Freelance
May 2020

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.

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