In the third episode, we were delighted to have Ash Schofield, CEO of giffgaff, joining our director Dr Benny Cheung to discuss data-driven decision-making and its role in business.

Specifically, this episode explores whether there are too many marketers waiting for the perfect data to make decisions. Among the topics discussed are: data-driven decision obstacles, different decision types and their relationship with data, the role of technology, analysis paralysis and personal experience with data-driven decision-making in giffgaff.

Here at Dectech we help businesses understand and manage consumer decision making. After two decades of forecasting behaviour changes, we wanted to share our knowledge of what affects our choices, our behaviours, and our experiences of products and services, what works and getting to grips with behavioural measures and predictions, not just in theory, but how these insights are applied in client side challenges. Predicting People is a podcast, all about the applications of behavioural science in the commercial world. In each episode, we invite experts to talk about how behavioural science has been affecting their business, and how they see it being used in the future.