Seems “obvious” – How Behavioural Science helped avoid wrong decisions

01.04.2021 - 45 mins


There comes a time when research results can often be saying ‘do this’, and what we consider to be the ‘obvious answer’ can lead us down the wrong path. So how can we be sure that we’re not being misled by misinterpretation?

Join our Global Head of Behavioural Science, Katy Irving on a journey through three case studies where behavioural science helped avoid a wrong decision and made recommendations that delivered a measurable impact on the challenge at hand.



– Learn about 3 life altering behavioural biases
– Understand how behavioural science can change the direction of findings
– Be better equipped at avoiding wrong decisions



Katy Irving
Global Head of Behavioural Science


Katy is the founder of HRW Shift, our team of experts that range across multiple domains of Behavioural Science including Behavioural Economics, Psychology, Health Psychology, Neurolinguistic programming and Pyscho-Linguistics. Katy has an MSc from the London School of Economics and is an active member of the London Behavioural Economics network. In addition to applying behavioural understanding on projects for clients, she attends and presents at global conferences about behavioural economics in pharma market research.


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