Richard specialises in applying behavioural science to marketing. He has worked in marketing for 25 years and over that time, he has advised a wide variety of clients from Amazon to Zwift.

He is the author of three books on applied behaviour change - The Choice Factory (2018), The Illusion of Choice (2023) and Hacking the Human Mind (2025). The books are available in 19 languages and The Choice Factory won best sales and marketing book at the Business Book Awards in 2019.

In 2018, he founded Astroten, an agency that applies behavioural science to solve marketing problems. In 2021, he was made an honorary fellow of the IPA and an associate of the Møller Institute, Churchill College, Cambridge University.