Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them.  Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy.  In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.   Plus his career highs and lows and advice for marketers of tomorrow.  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest:  Richard Shotton | LinkedIn   This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.     The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com