Season 12: episode 4In this episode, Isabel sits down with Richard Shotton, Founder, Astroten and Author, Hacking the Human Mind, to explore how behavioral science can help the pharmaceutical industry communicate more effectively and influence meaningful change. In the show, Richard explains why understanding what really drives human behaviour matters more than relying on what people say. Guest bioRichard Shotton is a behavioural science expert, author, and founder of Astroten, a consultancy that helps organisations apply behavioural science to improve marketing effectiveness. He has worked with leading global brands including Google, Mondelez, Sky, and Santander, and is the author of bestselling books including The Choice Factory, The Illusion of Choice, and Hacking the Human Mind. Richard is also a regular columnist for Marketing Week, co-host of the Behavioral Science for Brands podcast, and an honorary fellow of the IPA.