Interview: Matt Johnson, author of Blindsight, on the behavioral science lessons of Pret a Manger and Perrier

We talk with Matt about his favorite practical examples of behavioural science being applied by brands. We cover how Pret a Manger use uncertain rewards to excite customers, how Perrier harnessed the principle of essentialism to launch in the US and why more brands should think about marketing to groups rather than individuals.