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How human behaviour regularly defies logic and supporting data

By Rory Sutherland,

Vice Chairman, Ogilvy and Author

In a world obsessed with automation and efficiency, the competitive advantage increasingly belongs to those who can outthink, not just out-compute, the machine. Rory will walk us through some observations in human behaviour contradicting historical data trends and logical data driven predictions.

Rory shares his lifelong fascination with understanding human behavior and the nuanced difference between price and value. Through anecdotes, such as the surprising impact of small details in airline design, he highlights how both consumers and marketers often lack a sense of proportion.

See the full presentation here.📄

Talk details

  • Date: 2025/03/27
  • Time: 9:15 — 10:30
  • Location: Dublin, Ireland
  • Speaker: Rory Sutherland

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About the speaker

Rory Sutherland

Vice Chairman, Ogilvy and Author

Rory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the Spectator’s ‘Wiki Man’ column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, The Wiki-Man, in 2011, and his first book Alchemy was published in 2019.

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Rory Sutherland – How human behaviour regularly defies logic and supporting data

Rory Sutherland explains how human decision-making relies more on psychological intuition than rational logic. By examining real-world examples, this talk reveals why conventional business strategies and data analysis often miss the subtle, irrational factors that drive consumer behavior and value perception.

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