Guest Speaker: Scott Young, CEO of BVA Nudge Unit UK
Behavioural science is a major emerging trend in the worlds of insights, design and marketing, which has been popularised through best-selling books (and Nobel Prizes!) of leading academics Richard Thaler (“Nudge”), Dan Ariely (“Predictably Irrational”) and Daniel Kahneman (“Thinking Fast and Slow”).
But how can as “System 1 /System 2 Thinking” “Irrationality” and “Social Norms” be applied to marketing and management?
- How should this new learning influence and complement existing research and marketing efforts?
- How can behavioural science principles be applied to “nudge” changes in customer or employee behaviour?
- Which issues (and challenges) represent the best opportunities to apply behavioural science tools?
In this session, Scott Young (the CEO of BVA Nudge Unit UK) will first share several key principles and learnings of behavioural science, along with case studies from recent initiatives. Then, he will lead participants in an interactive session, which will help them identify opportunities to apply behavioural science in their roles and organisations.
Scott Young is the CEO of the BVA Nudge Unit – UK and a Senior Vice President of the BVA Group. He assumed these roles after 20 years leading PRS (Perception Research Services) and later PRS IN VIVO, a Top-25 global shopper insights agency serving clients such as Unilever, Colgate and Pfizer, among many others. Scott is the author of two books – Winning at Retail and Starting with the Shopper - and he frequently speaks at Insights, Marketing and Design industry events and guest lectures at MBA programs (including Wharton, Northwestern and Notre Dame).
Scott is passionate about finding “win-win-win” opportunities (that benefit companies, consumers and society) – and in applying behavioural science to help individuals and organizations make better decisions and adopt healthier, more sustainable habits. Scott is a graduate of Duke University and the Kellogg School of Management (MBA) at Northwestern. He lives in London with his wife, son and a very big Bernese Mountain dog!