The Fabricx Behavioural Bias Framework has been years in the making as it has taken extensive research and development to create. The framework simplifies aspects of behavioural science that are relevant to B2C and B2B relationships in marketing. After listening to the mini-series you will be able to: get to know why customers behave the way they do – often customers will say one thing and do another. understand and influence customer decisions. dig deep into what motivates potential buyers and what holds them back. create great content and attract more customers/drive higher (or better) conversions - build advocacy! By knowing how people think and act, we can help them make the best decision for themselves, even when those decisions are influenced and driven by subconscious factors. Si has over 20 years in customer experience and digital marketing with his agency Diversity. He founded Fabricx the customer experience consultancy to help educate and inspire. Si also is a guest lecturer for Nottingham Trent University and the University of Nottingham. Through this relationship he has worked closely with the School of Psychology at Nottingham Trent University, and sits on the school's advisory board.  Subscribe to listen to the whole series, and explore the incredible human insights from the world of behavioural science. Thanks for listening.   Connect with us! Newsletter: www.fabricx.agency Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/in/si-elliott/   Interesting further reading related to this episode: Predictably Irrational by Dan Ariely  Thinking, Fast and Slow by Daniel Kahneman   Nudge: Improving decisions about health, wealth and happiness by Thaler and Sunstein