Behavioural Science in Practice participant, James Noon, shares his experience on the programme.

What is your name and what are you studying?
My name is James Noon and I am a Global Senior Product Manager, currently working in travel retail. I'm based just outside London and I work in London, Berlin and Prague. I graduated from WBS with an Executive MBA with Merit in 2024. I've since returned to WBS for Executive Education in Behavioural Science in Practice, and since, Alumni study in Behavioural Finance. 

What motivated you to apply for the Behavioural Science in Practice programme?
One of the definitions of Product Management is “Making Products successful and making successful Products”. At the heart of this is the fulfilment of a need or needs, some known others unknown, to sometimes a very diverse population. Without a deep understanding of human behaviour, you can’t understand potential or current customers and without that understanding, you can’t have good Product <> Market Fit. I wanted to delve into Behavioural Science to develop a keener sense of barriers and drivers to help me solve real problems at work and optimise our Products.

Why did you choose to study this programme?
WBS was already familiar to me so I had no doubts as to the quality of the education and so the fit seemed clear. Moreover though, I was drawn by the fact the programme facilitators were a mix of academic and industry practitioners with first-hand experience in healthcare, banking and government among other sectors, which spoke to the title of the programme.

What was it about the programme that stood out?
The structure and content of the programme very much delivered what was promised with theory forming the foundation on day one after which the facilitators shifted to application and how to make Behavioural Science applicable to our roles. The small group permitted us all to talk about real problems our businesses face and then ideate on possible solutions.

What did you hope to learn when you applied?
I hoped to gain a firmer foundation of the field at a fundamental level as well as frameworks for practical application to make use of straight away. I also hoped to acquire the confidence to educate others in the business to maximise the impact of the programme.

What was your favourite part of the programme?
My favourite aspect had to be the group work, within which we worked on a problem one of our members was experiencing in his business. Supported by the facilitators, the product of the group’s efforts held such potential, it was communicated and discussed by that business before we’d even completed the programme!

Did you enjoy learning in The Shard?
The Shard is a wonderful location and very unique. My MBA was also based there and it was special to return. It is a highlight on every visit.

Did you enjoy networking with your cohort?
I believe WBS has the perfect balance between academic rigour and an open, relaxed space in which to discuss and debate ideas. I think the cohort on this occasion and in the past has reflected this well. It is wonderful to be amongst such smart people from such diverse walks of life. I’ve kept in touch with many.

What will you be taking or have taken from the programme to your workplace?
Within the first couple of months following the programme, I was able to apply Behavioural Science Frameworks to active projects multiple times. Besides effect on specific initiatives, the cultural aspects around evidence based decision making and the organisation being open to new ideas have been valuable also.

What would be your advice to someone considering applying for this programme in the future?
If you are considering this programme and have an interest in this field, just do it. The location, the cohort, the theory and practical application - it is the perfect mix to drive real outcomes.

Why was WBS the school you chose for this programme?
I sought an institution which has a strong reputation, is an internationally recognised thought leader in the business world but also fostered the right culture of openness to diverse perspective and ideas.

Find out more about our Behavioural Science in Practice programme.