54. The secret psychology brands use to influence consumer habits | Raphy March

About this episode

How can businesses gain a true understanding of what drives customer decisions? And how can science be applied to create marketing that not only feels deeply human but also delivers measurable results?

Today on All About Business, James is Raphy March, Managing Director at Cowry Consulting, a pioneer in combining behavioral science with AI to help global brands like Coca-Cola, EasyJet, and Sky, influence behavior at scale.

They explore practical insights on building human-centered AI strategies, the ethics of shaping customer experiences, and how entrepreneurs can use data and psychology to stand out, scale, and grow with purpose.

Timecodes:

02:16 Introduction to Raphy March and Cowrie Consulting

08:27 The Nudge Unit and Government Applications

09:08 Behavioral Science in the Private Sector

17:53 Case Study: Keep Britain Tidy

26:51 Ethics in Behavioral Science

29:31 Practical Applications of Behavioral Science

33:37 Using Physical Evidence to Justify a Pay Rise

36:09 Improving Customer Retention at Sky

43:50 Behavioral Science in Brand Perception

49:16 The Role of AI in Behavioral Science

01:07:02 Future of Behavioral Science and AI

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