Astroten Founder Richard Shotton - why your A/B tests fail and how behavioral science can fix them

2025-10-21

Richard Shotton is the founder of Astroten and author of several bestselling books on marketing, including The Choice Factory, The Illusion of Choice, and most recently Hacking the Human Mind, co-authored with MichaelAaron Flicker. He specializes in applying behavioral science to marketing and has worked with brands like Google, Meta, BrewDog, and Barclays.In this episode of World of DaaS, Richard and Auren discuss:Why A/B testing often steers product wrongSocial proof and scarcity in marketing...

Richard Shotton is the founder of Astroten and author of several bestselling books on marketing, including The Choice Factory, The Illusion of Choice, and most recently Hacking the Human Mind, co-authored with MichaelAaron Flicker. He specializes in applying behavioral science to marketing and has worked with brands like Google, Meta, BrewDog, and Barclays.

In this episode of World of DaaS, Richard and Auren discuss:

Why A/B testing often steers product wrong
Social proof and scarcity in marketing strategies
Cognitive biases affecting executive decision making
The illusion of effort in B2B contexts

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You can find Auren Hoffman on X at @auren and Richard Shotton on X at @rshotton.

Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com)

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