In an increasingly cluttered marketplace, where are the opportunities in soothing ‘choice overload’? Renowned psychologist Barry Schwartz tells us what’s working and what isn’t in the continuous quest to choose better.

It's painful when you start to run out of money as you near payday. But research suggests that our enjoyment of the products bought with those last remaining pennies may also be negatively affected - a phenomenon known as the bottom dollar effect.

The power that free food holds over us is particularly strong. In fact, free samples can increase sales by up to 2,000%. It is a method that Costco in the US has very successfully employed. After sampling beer sales grew by 72%, and frozen pizza by 600%!

From understanding buyers’ eye movements to measuring brain activity when we’re shopping, decision science is becoming a market research norm. Author Phil Barden sheds light on the methods and approaches used by Decode Marketing to understand why people do the things they do.