The Benefits of Applying Behavioural Science to Business
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Chapter 9 is about the value of applying behavioural science in the private sector. It describes how managers in consumer-facing and business-to-business sectors can get value from its application, and how students of psychology and business can learn to apply behavioural theory to real-world problems. This chapter reprises the main themes of the book. First, if businesses apply the scientific method to understanding consumers and customers, they are more likely to know what is really driving behaviour, and hence be able to design products, services and interventions that better meet people’s needs. Second, using a structured, evidence-based approach helps to navigate complexity and saves time and money in the long run. Finally, incorporating behavioural science into a commercial organisation can be highly beneficial if the company is clear about how it will add value and has a plan for how to introduce it.
KeywordsBehaviour, drivers of Consumer behaviour Scientific method
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