Nudgestock 2 speaker bios 2014


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Nudgestock 2 speaker bios 2014

  2. 2. Inspiring Theory The morning session is intended to inspire the audience with theory drawn from the behavioural and evolutionary sciences; latest research, unconventional perspectives and useful resources are all important here. 20 minute presentations
  3. 3. ARMAND LEROI Professor of Evolutionary Developmental Biology at Imperial College London Who Drives Fashion? The New Science of Cultural Evolution In modern societies culture evolves at a relentless pace. But how, exactly, does it change? Is change directional or cyclical? Gradual or revolutionary? Towards ever increasing diversity or bland homogeneity? And who’s in the driver’s seat? Artists? Marketeers? Consumers? All of them? We all think that we know the answers to these questions. I will argue that we really don’t and, that to answer them we need numbers – lots of them – plugged into a new science of cultural change based on evolutionary theory. To illustrate its principles, I’ll explore the evolution of pop music. Will Rock’n’Roll never die? I don’t know – but perhaps we can find out why it’s so hard to kill.
  4. 4. GEORGE COOPER Author of Money Blood & Revolution and The Origin of Financial Crises Captain Kirk and the ‘Science’ of Economics [The ‘Science’ of economics has disgraced itself. It failed to warn of the global financial crisis. Worse still it has failed to learn from the crisis. The philosopher Thomas Kuhn showed us how to fix a broken science like economics. The answer is shockingly simple. Charles Darwin and the Doctor of King Charles I can show us how to turn economics into a real science. ] Humans not as maximisers but as competitors William Harvey – the science of economics is in crisis A paradigm shift in economics – incremental and logical improvements, we need to make a leap. We need a model that combines the best of Smith, Marx, Keynes and more.
  5. 5. DR DAN LOCKTON Senior Associate at Helen Hamlyn Centre for Design, Royal College of Art Who is Dan? : Dr Dan Lockton is a designer/researcher specialising in understanding and influencing people’s interaction behaviour with the complex systems of everyday life, through the people-centred design of products, services and environments. He created the Design with Intent toolkit, a multidisciplinary pattern library for this emerging field. Designing with people in behaviour change Many approaches to behaviour change largely model humans as defective— bad at making decisions and in need of intervention. Yet most people, surprisingly, actually manage to get by. They satisfice, and go on experience, and follow their own heuristics to solve the problems of everyday life, and are mostly OK. Perhaps we need to frame behaviour change as being about helping people solve their problems better, rather than seeing people as ‘the problem’ in the first place. If we’re hoping to influence behaviour, whether for social, environmental or commercial benefit, we need to understand the nuances of everyday life, in context, and we need to design with people rather than for them. We have a wide range of design techniques and examples that draw on findings from behavioural science (and other disciplines), but without insights from research with people, we risk missing opportunities. The best design is design with people, and the best behaviour change comes from people being part of the process.
  6. 6. DAVID BODANIS Futurist, speaker and popular science author David Bodanis is a recovering academic, who taught the 'Intellectual Tool-Kit' course at Oxford University for a number of years. A veteran of Shell Scenarios, his book 'E=mc2' has sold over a million copies. Bloomsbury publishes his 'History of the Ten Commandments' next year.] "Take Two Tablets and Phone Me in 3,000 Years" - Why the Ten Commandments Work So Well 1 - They're flexible; interpreted in wildly different ways across time. - I.e., fixed message don't work. Real world interventions need to be re-purposed by participants. 2 - They're not too abstract, yet not too detailed. -That's crucial for brands. Just Do It works for Nike - but wouldn't help a local office supply brand. Why? 3 - They don't ask anything impossible... nor do they ask for what's too easy. Their genius? They've found the sweet spot, right in-between. Find that - get the right scale for the ask at hand - and that's how to change behaviour.
  7. 7. The Magic of Behavioural Design The afternoon session is all about practical application. Complex theory and frameworks are a dime a dozen, but real-world case studies and conclusions for how to create behaviour changing interventions are few and far between. Speeches in this section should include: • Case studies: highlight the psychology that made your case study brilliant. • Practical advice: for creating behaviour changing interventions • Watch-outs: obvious pitfalls and what you wish you’d known before you started • References/sources: so people can take and apply what they’ve learned 15 minute presentations
  8. 8. JEZ GROOM Chief Choice Architect at #ogilvychange Who is Jez ? : Jez is the Co-Founder of #ogilvychange and the Group Chief Strategy Officer of Ogilvy & Mather UK. In just 2 years, he has helped build the #ogilvychange Practice to one of the most prominent in the world, working with clients such as Unilever, DIAGEO, The Times, British Airways, British Telecom. A Little More Intervention [INSERT 100 WORD SUMMARY OF TALK]
  9. 9. PAUL CRAVEN Behavioural Coach Salomon Partners Who is Paul? After 27 years in the financial markets, Paul now coaches investors on how to develop investment skill. As a member of The Magic Circle he fully appreciates how the mind can play tricks. The Magic of Behavioural Economics In the overlap between Paul’s two favourite passions, Behavioural Economics and Magic, lies the Human Mind. Who better to give you a tour of some of its mysteries and quirks than a member of The Magic Circle? And how can we use this stuff to develop our business skills? Paul is a member of #ogilvychange’s ‘Panel of Experts.’
  10. 10. ED GARDINER Head of the Behavioural Design Lab Who is Ed Gardiner? Ed leads the Behavioural Design Lab, a partnership between Warwick Business School and the Design Council. He’s a behavioural scientist, former advertising man and aspiring designer on a social mission. A recipe for making good ideas happen Understanding how we tick is half the challenge, applying these insights in the real world is potentially an even greater one. This is where behavioural design can help close the gap between research and practice. Ed will present a recipe for how organisations can make good ideas happen, turning a spark into radical new products, services and places that change behaviour and improve lives.
  11. 11. ROBERT TESZKA PhD Candidate at Goldsmiths University Who is Rob Teszka? : Rob's research uses the techniques of conjurors to understand how people perceive their environment, make decisions, and interact with each other. He is a cognitive psychologist at Goldsmith's University and a Member of the Magic Circle. Now You See It, Now You Don't: Cognitive Psychology and Magic Magicians have the uncanny ability to manipulate how people perceive the world, and this is something worth understanding. The techniques of misdirection provide a useful framework for understanding attention and its link to eye movements, and magic in general is a valuable tool for designing research.
  12. 12. Get Real! Putting Theory into Practice The afternoon session is all about practical application. Complex theory and frameworks are a dime a dozen, but real-world case studies and conclusions for how to create behaviour changing interventions are few and far between. Speeches in this section should include: • Case studies: highlight the psychology that made your case study brilliant. • Practical advice: for creating behaviour changing interventions • Watch-outs: obvious pitfalls and what you wish you’d known before you started • References/sources: so people can take and apply what they’ve learned 15 minute presentations
  13. 13. KELLY PETERS CEO & Managing Partner AT BEworks Who is Kelly Peters? : Kelly Peters is Chief Executive Officer and Managing Partner at BEworks, a behavioral economics firm, she co- founded with Dan Ariely and a team of academics and business leaders. Kelly has been living and breathing the transformation of business strategies and processes with behavioral economics since 2008. Corporate Sedition: Challenging the Status Quo Scientists don't need to be business leaders, but business leaders ought to be scientific. It’s time to retire the old marketing adage that says ‘for every dollar spent, 50% is wasted; we just don’t know which half’ with scientifically- grounded innovation and experimentation. ” Behavioral Economics introduces not one, not two, but three forms of innovation: the insights of the psychology of judgment and decision-making, the tactics of choice architecture, and the empirical framework of experimentation. This talk will be about how BEworks is transforming business strategy using BE with a look at the kinds of projects, companies, and solutions.
  14. 14. CRAIG SULLIVAN Consultant, Optimiser of Everything Why most AB tests are Bullshit In this talk, Craig draws on over 10 years of experience optimising, split testing and squeezing latent value out of products for the likes of John Lewis, Google, Lego, Autoglass, PWC, Spareroom, Spotify and many more. After 40M tests on visitors, Craig has observed or made every cockup in the book when it comes to large scale web experiments. Using honest and truthful insights from his work - he'll show you the huge mistakes being made by companies, the cost to them in competitive edge and what culture, tools and methodologies you need to succeed."
  15. 15. ANDREW MACKAY Founding Partner AT Complexas Andrew Mackay. Commander of the British forces in Afghanistan and the Helmand Task Force, author of Behavioural Conflict. Wrote the book Behavioural Conflict in order to reflect on those conflicts. Now runs his own specialist advisory and development company focused on Africa to put some of those ideas into commercial practise. Behavioural Conflict – Why Understanding People and their Motivations will prove decisive in future conflict If there is one single lesson that has been learnt from the wars in Iraq and Afghanistan it is that we have not understood people; people we have fought amongst; people we have fought against; people we have fought alongside. Very often we have looked at people’s behaviours through the lens of our own cultures and history; a culture and history very different from ‘theirs’. Because of that we have been confused and puzzled by ‘their’ behaviours, often describing ‘their’ actions as irrational.
  16. 16. DR. JULES GODDARD Fellow of London Business School Who is Jules? Fellow of London Business School; Formerly Gresham Professor of Commerce; Author of “Uncommon Sense, Common Nonsense: Why some organisations consistently outperform others” (Profile Books, 2012); Winner of CMI Award for “Best Management Article of the Year” (2013); Winner of the EFMD Award for Excellence (2013) for his “Leading Edge” Programme for Danone Executives. The Fatal Bias: Why Overall Cost Leadership is a Losing Strategy Too many executives spend too much time seeking cost efficiencies at the expense of their real job which is to develop unique customer strategies. If costs are genuinely an issue, then the market is signalling an absence of strategy, for which the solution is not greater economies but deeper and rarer insights into consumer behaviour.
  17. 17. RORY SUTHERLAND Vice-Chairman of the Ogilvy Group UK Who is Rory? : Rory is the Vice-Chairman of the Ogilvy Group UK and one of the world leading proponents on Behavioural Economics. Rory lead the Institute of Practitioners in Advertising through his presidency on Behavioural Psychology and the potential impact in advertising and is #ogilvychange’s Thought Leader. Pier Review In his charming and charismatic style Rory will take us from where Behavioural Economics has come, where he thinks it’s heading next and what are the key learnings he’s found since applying the Psychologies in advertising and communications so far.
  18. 18. Thanks!