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Key idea: we think we can measure what makes better services and systems. But what if people don’t really know – or admit – what actually matters to their deepest desires?
Advertising guru and writer on human behaviour Rory Sutherland is joined by legendary advertising creative Dave Trott, as well as statistician, trader and iconoclast Nassim Nicholas Taleb, to explore the ways in which our consumer and business decisions are driven by things we don’t realise – and how some of the most brilliant pieces of behavioural insight seem utterly counterintuitive.

Produced by Steven Rajam for ´óÏó´«Ã½ Wales