It’s Not Just Data Science – Behavioural Science is Key

This session explores the question: Data Science or Behavioural Science or both. And if both, in what proportion and manner?

Data Science is well established as a core of digital business, with digital insights strongly guiding decision making. However, most digital professionals will show a blank face on hearing the term Behavioural Science. 

But here is a big question question: are the technology big daddies like Amazon and Google making money based on Data Science or based on Behavioural Science? The way they use loss aversion, social bias, and framing to present their wares, you may recognise that BeSci should get equal credit for their success.

While data science has been a big contributor to business insights, increased consumer focus, and eventually profitability, it is often forgotten that data science alone is just a sledgehammer. Data science needs to be guided by behavioural science to reach its full potential.