How can businesses gain a true understanding of what drives customer decisions? And how can science be applied to create marketing that not only feels deeply human but also delivers measurable results?Today on All About Business, James is Raphy March, Managing Director at Cowry Consulting, a pioneer in combining behavioral science with AI to help global brands like Coca-Cola, EasyJet, and Sky, influence behavior at scale. They explore practical insights on building human-centered AI strategies, the ethics of shaping customer experiences, and how entrepreneurs can use data and psychology to stand out, scale, and grow with purpose.Timecodes:02:16 Introduction to Raphy March and Cowrie Consulting08:27 The Nudge Unit and Government Applications09:08 Behavioral Science in the Private Sector17:53 Case Study: Keep Britain Tidy26:51 Ethics in Behavioral Science29:31 Practical Applications of Behavioral Science33:37 Using Physical Evidence to Justify a Pay Rise36:09 Improving Customer Retention at Sky43:50 Behavioral Science in Brand Perception49:16 The Role of AI in Behavioral Science01:07:02 Future of Behavioral Science and AISign up to your 7 day trial for Reed.ai NOWBe part of the million job giveaway HERE Follow James Reed on LinkedInFollow Raphy March on LinkedIn Find out more about Cowry Consulting All About Business is brought to you by Reed Global. Learn more at Reed.com This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk

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“What did the council decide on item 42?” — answered with the speaker and the moment.