[EVENT] Behavioural Science Summit 2021

On September 22 and 23, join us at the Behavioural Science Summit: Understanding and influencing behaviour.

On September 22, Colin Strong from Ipsos and Tamara Ansons from NatWest, will present ar 11:30 BST:

Let’s not make it easy after all: the opportunities of disrupting more automatic processing

The mantra is ‘make it easy’ in order to change behaviour. Ipsos set out the case for this only being half the story – much of the time we actually need to make things slightly difficult for people, put some grit in the machine to encourage a bit of disfluency. With this disfluency we are then disrupting the more automatic intuitive processing and encouraging people to engage and participate in considering alternative behaviours. From fraud prevention to brand challengers, difficulty and disfluency is increasingly being rehabilitated from something we want to avoid to something we need to actively design into behaviour change activation.

Register here