In this episode of The Brainy Business podcast, Melina Palmer delves into the world of behavioral science and marketing with guest Rory Sutherland, vice chairman of Ogilvy UK and a prominent expert in this field. Sutherland's extensive experience in co-founding a behavioral science practice within Ogilvy, where he explores hidden opportunities in consumer behavior, makes him a valuable resource for marketers seeking to understand and leverage consumer psychology.  Throughout the conversation, Sutherland provides compelling insights into the significance of unmet needs, the power of small contextual changes, and the limitations of logic in capturing consumers' true desires. His emphasis on the role of language, the impact of evolutionary psychology, and the value of testing and experimentation underscores the practical applications of behavioral science in marketing strategy development. Listeners can expect to gain a deeper understanding of consumer behavior and how to implement effective, psychology-driven marketing strategies by tuning in to this episode. In this episode: Analyzing the marriage of behavioral science and marketing to optimize consumer engagement. Identifying unmet needs in consumer behavior to drive innovative marketing strategies. Leveraging language and emotions in decision-making to influence consumer choices. Implementing small contextual tweaks for significant behavioral changes in consumer behavior. Exploring the role of evolutionary psychology in understanding and predicting consumer behavior. Show Notes: 00:00:00 - Introduction Melina introduces Rory Sutherland, vice chairman of Ogilvy UK, and highlights his expertise in behavioral science and marketing. 00:01:16 - Unseen Consumer Behavior Rory discusses the importance of small contextual changes in consumer behavior that can have significant effects on decision-making, such as the impact of a few sentences in a call center script. 00:02:05 - Met Unneeds and Unmet Needs Rory explores the concept of "met unneeds" and "unmet needs" in consumer behavior, using examples like the unnecessary handling of luggage at a luxury hotel and the psychology behind overnight parcel delivery services. 00:04:30 - The Power of Behavioral Science Melina and Rory delve into the power of behavioral science in uncovering consumer desires that may not be vocalized or captured by traditional market research, leading to billion-dollar business strategies and marketing ploys. 00:10:42 - Formative Influences Rory reflects on his early influences, including children's fables, Sherlock Holmes stories, and the principles of problem-solving backwards, shaping his interest in behavioral science and creative problem-solving. 00:15:10 - Introduction of Digital Exchanges in the UK Rory discusses the introduction of digital exchanges in the UK, allowing users to use the star and pound buttons on their phones for various functions. They tested response rates for different ordering methods, revealing unexpected results. 00:16:15 - Testing Different Ordering Methods The team conducted tests with 50,000 participants for phone-only, post-only, and a choice of both ordering methods. The response rates varied significantly, challenging the traditional assumptions of consumer behavior and ordering preferences. 00:17:57 - Understanding Consumer Behavior Rory delves into the surprising impact of offering different ordering options on consumer preferences. He suggests that the addition of choice may influence decision-making, highlighting the complexity of consumer behavior beyond traditional economic assumptions. 00:19:52 - Influence of Darwinian Thinking Rory explores the influence of evolutionary psychology and Darwinian thinking on his approach to understanding complex systems and human behavior. He emphasizes the importance of variation, selection, and experimentation in driving progress and innovation. 00:22:12 - Importance of Testing and Replicability Rory emphasizes the significa