Using behavioural science to unlock customer opportunities: keeping it SASSY at Leeds Digital Festival

This month Trinity McQueen were delighted to take part in the fourth annual Leeds Digital Festival. Comprising 200+ events over eleven days it’s a great showcase for innovation in the city.


My presentation focussed on applying behavioural science. It’s something we’re talking to lots of our clients about: it helps us see problems in a new light, and unlocks value for marketers at little cost. We went through seven case studies from work over the past decade covering everything from pensions to breakfast cereal.

One challenge we always face is summarising key principles in a way that makes them stick in your head. Let’s face it: as a topic behavioural science can intimidate. Marketers are busy people and not everyone is comfortable with terms like “heuristics” or “salience”. So when people ask “isn’t this all a bit complicated?” we say “no – it’s SASSY.”

Behavioural Science is SASSY.jpg

We also revealed results from a recent experiment, examining the effectiveness of different behavioural tactics with a nationally representative sample of 2000 UK adults.

Questions afterwards were wide-ranging, thinking about how principles stretch to different domains, whether some tactics become less effective over time and the emerging ethics of nudging.

Thanks to all who attended and contributed, and to iView Leeds for hosting.


About Simon Shaw

I'm a Director at an insight consultancy. I'm interested in marketing, market research & consumer psychology. The views expressed are not necessarily those of my employer.
This entry was posted in Behavioural Economics, Behavioural Science, Conferences, Market Research and tagged , . Bookmark the permalink.

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