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IBSPN Meet-Up: Professor Dilip Soman (Rotman Management School)

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On the 11th of July, the Irish Behavioural Science and Policy Network (IBSPN), will welcome Professor Dilip Soman to Dublin to speak about his latest research and applied work. The event will take place from 6.00 pm to 7.30 pm and we will confirm the venue soon.

Professor Soman is a Professor of Marketing and holds the Corus Chair in Communications Strategy at the Rotman School of Management at the University of Toronto in Canada. His research is in the area of behavioural economics and its applications to consumer wellbeing, marketing and policy. He is also the director of the India Innovation Institute at the University of Toronto. He works with ideas42 and serves as an advisor to a number of welfare organisations. He is also the author of a very popular book titled "The Last Mile: Creating Social and Economic Value from Behavioural Insights."

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His talk will be on the "The Last Mile: Towards a framework for behaviour change"

Every organisation - be it a for-profit enterprise, a government entity or a welfare organisation - is primarily in the business of behaviour change. Yet, while most organisations feel relatively confident with "first mile" processes like product development, innovation processes and human resource development, they also struggle with the last mile in which their stakeholders and customers interact with their products, processes and services.

In this talk, Dilip will start by defining the last mile problem, and will then develop a framework for understanding different approaches to behaviour change, both in a brick-and-mortar and online contexts. He will also identify ways in which the fields of design thinking and behavioural sciences can converge to solve the last mile problem. He will also talk about several case studies of work using behavioural insights to solve the last mile problem, and also make a case for developing a "market for self-control," a family of products and services that use behavioural science to allow people to stick to their good intentions and prevent getting distracted from achieving their goals.

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As always, all those interested are most welcome, so please do share this event information with all those behaviourally minded folk you know. The only thing we ask is that you register early. This not only acts as a wonderful commitment device, and reminder for you to attend, but it also assists us in judging numbers accurately.

We look forward to seeing you on the evening.

Seán, Liam, and Pete.

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IBSPN Information

Each meet-up is structured around a collection of short talks, where each speaker describes briefly an idea they are working on (or thinking about), followed by questions, potential suggestions for collaboration between members, and a group discussion on the collection of talks.

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