In Nudge, Thaler and Sunstein put forward the idea that “no choice is ever presented in a neutral way”. There are numerous factors ‘nudging’ us one way or another every time we face a decision, whether it’s choosing what to have for lunch or deciding whether to donate an organ.

It’s all based on a belief that human beings are not nearly as rational as we like to think. As a result, it’s surprising how much difference can be made by giving people a nudge towards what you believe to be the right choice – for them, for you, or for society.

Tom Woodnutt, digital director at Hall & Partners, read the book, and in this five-minute interview he talks to us about how these ideas can be applied to research and communications.

Trouble playing the audio? Click here to download the MP3 file.

• Have you read Nudge? Add your comments below.
  
• Is there a book that has influenced your thinking about research? Email robertb@researchmagazine.co.uk if you’d like to put yourself forward.