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Richard Shotton

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Founder of Astroten and author of The Choice Factory I specialise in applying behavioural science to marketing. In 2018 I set up Astroten, a company that helps brands such as Google, Mondelez, BrewDog and Barclays apply behavioural science to solve their challenges. Astroten offers a mix of services: from consultancy to copywriting to training. I'm the author of The Choice Factory, a best-selling book available in 15 languages. The book identifies the 25 behavioural biases most relevant to marketing and their practical applications. It won best sales and marketing book at the 2019 Business Book Awards. In 2021 I was made an honorary fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University. My latest book on applying behavioural science to marketing, The Illusion of Choice, was released in March 2023. It was picked by WH Smith as their business book of the month.

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