Mehdi Bouhassoun
Author and behavioural science researcher focused on consumer decision-making; wrote Why Did You Buy That Drink? and discusses HelloFresh and other examples on the episode.
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Feb 9, 2026 • 26min
The Psych-Trick Behind One of the Decade’s Fastest Growing Orgs
Mehdi Bouhassoun, author and behavioural science researcher on consumer decision-making. He breaks down HelloFresh’s rise through surprise, variety and the IKEA effect. Conversations cover mystery-driven choices, when variable rewards work and when they backfire. Short, curiosity-fueled tactics that shaped one of the decade’s fastest growers.
