Author, The Choice Factory, Consultant in Psychology and Marketing
Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.
Campaign said of the book, “Buy it in paperback and slot Shotton next to your Morgan, Earls, Feldwick and Sharp. He sits comfortably next to the very best.” Steve Harrison, the former Worldwide Creative Director at Wunderman claimed that it was “a classic advertising textbook in the making.”
Richard started his career as a media planner 17 years ago, working on accounts such as Coke, Lexus and comparethemarket.com, before specialising in applying behavioural science to business problems. He is the founder of Astroten, a consultancy that uses insights from behavioural science to help brands solve their challenges.
He regularly runs training session with brands, big and small, using insights from behavioural science to help solve their problems. He has run sessions with brands such as Virgin, Renault, Molson Coors and Specsavers.
Richard is a regular conference speaker and has featured at events such as Cannes, Ad Week and the Festival of Marketing.
He writes about the experiments he runs in a monthly column for Marketing Week but also for titles such as Quartz, Mumbrella, Campaign, AdMap and the Drum.
He tweets about the latest social psychology findings from the handle @rshotton.