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Cover of  by Richard Shotton

Richard Shotton, author of The Choice Factory, argues that tech alone isn’t changing people’s core behaviours. Canvas8 speaks to Shotton about the behavioural biases that can be applied to help brands better understand consumers and shape behaviour ....

The way to improve your research is to stop just listening to what customers say and start looking
at what they do,” says Shotton. By understanding drivers, tensions and relevant moments,
marketers can not only get inspiration for creative content, but also establish ideal communications.

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