Episode 57 Interview: Roger Dooley, author of Brainfluence, on the practical marketing lessons from behavioural science
In this episode we talk with Roger Dooley author of Brainfluence. In a wide-ranging conversation, we start by covering the importance of focusing on making whatever behaviour you want to encourage as easy as possible. Then we move on to the importance of experimentation and how brands can work out which, of the many behavioural biases that have been discovered, they should prioritize.
Episode Highlights
Roger explains friction as unnecessary effort and why removing it from the buying process boosts customer experience and conversions. Even small reductions in effort can drive big results.
Tim Ferriss tested his book covers by placing them in a bookstore and observing which one people picked up first—a budget-friendly, real-world experiment to gauge consumer preference.
With so many biases, how do businesses choose the right ones? Roger shares a practical method for prioritizing biases based on proven behavioral science and real-world testing.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep51 - Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations
MichaelAaron and Richard sit down with economist and data scientist Seth Stephens-Davidowitz, who reveals why direct questions often don't reveal one's true motivations. They also unpack concepts like the illusion of effort, the curse of knowledge, and how to handle conflicting datasets effectively.
Ep50 - The replication crisis: How to avoid basing your marketing on bogus findings
This episode dives into a concept known as "replication crisis" in behavioral science. We explore how repeated attempts to replicate certain studies have yielded results that challenge or contradict the original findings, calling their validity into question. We highlight some well-known studies to be cautious of and share practical advice on how to ensure the findings you apply are reliable.
