Richard Shotton specialises in applying behavioural science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Facebook, BrewDog and Barclays with their challenges. He is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. The Choice Factory won best sales and marketing book at the Business Book Awards in 2019. His latest book, The Illusion of Choice came out in March and was picked by WH Smith as their business book of the month. In 2021 he was made an honorary fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.