Science - behavioural or otherwise - requires experimentation for progress. A hypothesis, followed by observation, then a deduction. And repeat. Why don't businesses do this? What are the barriers to testing and learning in business, and how do we overcome them?

In this episode, you'll hear about the value of experimentation in business, and how testing better helps us overcome business problems. And how behavioural science, by giving us a better understanding of how people act, gives us a great foundation for testing hypotheses. You'll hear insights from Richard Chataway's interviews with these leading experts:

- Hannah Lewis, founder of Behave London, on why big businesses are less willing to test and learn than start-ups;
- Paul Armstrong, leading tech journalist, on the value of looking at service users as people, not numbers;
- David Perrott, leading behavioural science practitioner, on how testing can help businesses better evaluate (necessary) risks;
- Koen Smets, business development consultant and writer, on how business experiments don't need huge datasets to be useful;
- Eaon Pritchard, advertising strategist and writer, on how building hypotheses using expert knowledge/best practice is vital;
- Steve Thompson, learning and development and digital media expert, describes how testing in business delivers marginal gains as part of management best practice;
- Mike Follett, co-founder of Lumen Research and The Attention Council, explains how using behavioural science and experimentation gave him 'solid ground' in terms of an evidence base for building their business;
- Sam Tatam, consulting partner at Ogilvy's behavioural science practice, on how we now have the tools to test, learn and adapt at speed and scale.

Listen to this if you want to understand how to make your business more agile (especially important in these challenging times), and better able to influence the behaviour of your customers, employees and stakeholders.

Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc

Buy Paul Armstrong's book 'Disruptive Technologies: Understand, Evaluate, Respond' here: https://amzn.to/3aKDPHd

Buy Eaon Pritchard's latest book, 'Shot by Both Sides' here: https://amzn.to/2Xa6x0j