The Cowry Academy uses bespoke training courses to make the world of Behavioural Science accessible to everyone
Start embedding behavioural science within your company now with the Cowry Academy. We have created a practical, accessible, fun, fast and effective learning curriculum for every level of expertise.
Designed for Psychology novices, our award-winning and CPD accredited e-learning course will provide your team with a window into the exciting world of behavioural science.
Broken down into bitesize, interactive chunks, the Core course will explain why your customers often behave more like Homer Simpson than Mr Spock. It will also show you how our behaviour is predictable and irrational, and help you to understand how behavioural nudges can increase sales.
You will also discover Cowry's exclusive C-factors – 15 mental shortcuts which explain how our brains work. This course is a brilliant initiation into the world of behavioural science, and as such is perfect for people from all business backgrounds.
This course is an excellent starting point for anyone who wants to learn and apply behavioural science to their work.
In particular, it would be useful for:
Develop an appreciation of how your brain really works
Understand how behavioural science can change your customers' behaviour
Apply behavioural science to your organisation
The Big Small
How small tweaks can lead to seismic shifts in behaviour
How does your brain work?
A quick and easy quiz
System 1 and System 2
How your brain makes decisions
Practical examples of nudges from around the world
The 15 most important mental shortcuts for businesses
The do's and don'ts of using your behavioural science toolkit
Become a Behavioural Science Expert on our bespoke, 6-week, classroom-based programme and use behavioural science to take your business to the next level.
Once you have completed the Core training, you can advance onto the Behavioural Science Expert programme. This 6-week, classroom-based course will take you on a deep dive into behavioural science through 6 fun and engaging modules.
You will learn about the theory behind behaviour change and then how to apply it to your customers using cutting edge techniques used by behavioural scientists. Each Expert course is tailored to your requirements, making it a truly bespoke offering designed to take your business to the next level.
The course is aimed at people who want to find out more about the exciting world of behavioural science.
In particular, this would be relevant for you if:
Understand how psychologists use models of the brain to explain our behaviour
How to use a behavioural design framework to develop more attractive communications, user journeys and products
How to design an experimental method to implement and assess changes in your organisation
When they want to find out more about their customers’ behaviour, many organisations will ask them to fill out a survey. Unfortunately, this is often ineffective: Psychologists know that if we ask someone why they behave a certain way, they don’t always tell us the truth. In this opening module, we will teach you how to use a variety of techniques which can tell us what your customers are really thinking and feeling. From facial expressions to EEG brainwaves, we will reveal all.
Once we have a better idea of why people behave the way they do, we then need to develop a model to explain this behaviour and allow us to make predictions. In our second deep dive, we will critically examine the various ways in which behavioural scientists have tried to describe your customers’ behaviour. This will give you a detailed understanding of models such as the Theory of Planned Behaviour and Nir Eyal’s Hooked Model, which has been used to understand the widespread appeal of mobile phones.
Behavioural Biases & Shortcuts
The C-Factors, introduced in our Core E-Learning programme, are a great starting point for an exploration of Behavioural Science. However, any Expert in the field will need a larger Psychological toolkit in order to carry out thorough interventions. In Module 3, your trainer will delve into the various biases and heuristics which underlie the C-Factors. We will also teach you the skills you need to implement two key frameworks used by Behavioural Science organisations around the world to modify behaviour: EAST and MINDSPACE.
Having identified the “friction points” for a customer, a Behavioural Scientist needs to design interventions to address these issues. This practical module will give you the skills needed to design your own solutions which work with your customers’ natural biases rather than against them. This upskilling process will take in our unique SLICE framework, which will give you the tools to make all of your assets more psychologically appealing.
A good behavioural intervention needs to be tested to make sure that it works. Module 5 will continue the practical theme established in the previous session by teaching you how to plan and conduct your own field experiments using the scientific method. Our experienced trainers will address this academic topic in a fun and accessible way, so that anyone can carry out their own research by the end of the module.
Behavioural Science, like any scientific discipline, relies on observable data points to enhance its validity. In this final deep dive, one of our statistically-trained consultants will take you through a step-by-step guide to analysing and understanding experimental data. You will find out how to use p-scores and inferential testing to identify and explain significant results, allowing you to provide evidence to support the efficacy of your interventions.
We consolidate the Programme with The Test. A closed book, 30 question, multiple-choice exam. Scholars will be awarded a Pass, Merit or Distinction based on the results of the exam.
This programme teaches businesses how to accelerate growth through the application of behavioural science. Receive tailored support to facilitate your own behavioural science experiments.
If you want to be supported while carrying out your own behavioural science research, then our Practitioner offer is ideal. Building on the key behavioural science and experimental skills developed in the Core and Expert courses, the Practioner programme will allow you to design and conduct your own experiments to find out more about your customers and improve your ROIs.
An experienced member of the Cowry team will be on hand to facilitate your behavioural science work, and support you with your experiments. In addition, you will receive bespoke resources to enhance your experiments, designed with your business in mind. This final stage of the Cowry Academy teaches businesses how to accelerate growth and boost sales through the application of behavioural science.
The best part has honestly been watching my team build deeper relationships with customers and showing so much authority in doing so! Its been the best thing that has happened in Standard Life and I have been here for 18 years!!!
— Sonia Dobosz, Standard Life - Priority Plus Team Manager, Customer Relationship Development
The course has been an absolute game-changer for me personally. I now look at the world through a behavioural science lens and I’m using my new found psychology skills to make a real difference at work. For those who can remember the film Matrix, you’ll remember the bit near the end when Neo started to see the Matrix code and used this to defeat Agent Smith. My expert training has helped to look at things in a completely different way and it’s making a massive difference to me inside and outside work – I’m able to tackle pretty much any communication challenge with real confidence.
— Jeremey Mugridge, Quilter
The behavioural challenge:
Interactions with contact centres can be arduous and time-consuming. Advisors often fail to explain complex information in a simple way, leaving the customer with a negative experience.
Our task was to transform contact centre conversations to help CSRs confidently navigate complex interactions and ensure that customers could easily understand their options, act upon them, and feel confident in the decisions they had made.