The Choice Factory - Behavioral Bias Auditor (ts)
Stop guessing what works. Apply what's proven. Small changes based on behavioral science beat big creative ideas based on intuition.
This skill applies Richard Shotton's behavioral bias framework to audit marketing communications—copy, ads, landing pages, pitches, emails—and identify high-impact improvements. Share your material, get a structured analysis of which biases are present, which apply but are missing, and specific recommendations with before/after rewrites. Every recommendation includes research backing and a test hypothesis.
“I've been trying to apply The Choice Factory - Behavioral Bias Auditor (ts) but I'm not sure where to start.”
Audit your marketing against 25+ behavioral biases. Find the small changes that outperform creative overhauls.
Campaigns underperform despite good creative. Messaging 'feels right' but doesn't convert. Spending on big ideas when small changes might work better. Making recommendations based on intuition that clients or bosses can challenge.
Audit any marketing material and identify bias opportunities in minutes. Design communications that work with human psychology rather than against it. Create A/B tests based on behavioral hypotheses. Improve campaign performance through tactical changes rather than creative overhauls.
- Your situation or challenge related to The Choice Factory - Behavioral Bias Auditor (ts)
- Copywriters auditing ad headlines and landing page copy to identify high-impact changes without starting from scratch
- Marketing teams optimizing campaigns through behavioral science lens instead of relying on creative intuition
- Product managers and UX designers reviewing customer experience touchpoints for bias opportunities
- Entrepreneurs and startup founders improving pitch decks, websites, and messaging
Watch the methodology work.
Three specimens from a single real session: the same situation, unaided and calibrated, the full transcript, and the skill answering live in the channel where the work happens.
“Campaigns underperform despite good creative. Messaging 'feels right' but doesn't convert. Spending on big ideas when small changes might work better. Making recommendations based on intuition that clients or bosses can challenge.”
“['Improved campaign metrics after implementing bias-informed changes', "Recommendations accepted because they're backed by research", 'A/B tests validating bias hypotheses', 'Colleagues asking you to audit their work', "Being known as the 'behavioral science person' on the team"]. ['Automatically auditing marketing against biases when you see it (ads, emails, landing pages)', 'Noticing bias applications (or misses) in everyday communications', 'Feeling confident recommending specific changes wit”
The same skill, where the work happens.
No new app to learn. The methodology runs over the WhatsApp Business API, so the answer lands as a reply in the thread you’re already in — same rigour, zero context-switch.
What it does, specifically.
Each capability is a distinct move drawn straight from the source methodology — not a generic assistant guessing.
Organization
25+ individual biases, each functioning as a standalone diagnostic tool. Biases are independent but can be combined. Each bias has: research backing, core principle, application guidelines, example implementations, and testing approaches.
Key Components
Completion Model
Individual audits complete. Bias mastery is ongoing - you continuously apply and refine across new contexts.
Unit Of Engagement
The audit - reviewing a piece of marketing (ad, landing page, email, pitch) against relevant biases to identify opportunities.
Graded before it shipped.
Every skill is scored against independent scenarios for methodology fidelity before it goes live — not vibes, a rubric.
Bias Opportunity Audit
Systematic analysis of marketing material against relevant biases, showing which are present, which are missing, and priority recommendations
Bias-Informed Rewrite
Side-by-side comparison of original copy and bias-optimized version with annotations explaining which bias drives each change
Bias Deep-Dive Card
Single-bias reference: name, core principle, research backing, 3 application examples, common mistakes, testing approach
Grounded in the original work.
Every answer traces back to a real source and the practitioner who wrote it — not a secondhand summary. Here is the source of record.
Richard Shotton
Richard Shotton is the creator of The Choice Factory - Behavioral Bias Auditor (ts).
Put it to work.
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