Designing For Success: Behavioural Fuels, Frictions and Innovation That Sticks

Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it.

In this episode of Future Proof podcast, Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘Hacking the Human Mind’, to explore how behavioural fuels and frictions shape innovation success, from identifying opportunities early to driving real adoption.

Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind.

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