When the audience arrived at the fifth Brainy Bar event in London, the building was closed off due to reports of a fire. Was this a test? Cristina de Balanzo, Main Nut and founder of Walnut, host of the event, thanked attendees for their part in this little experiment. The audience was eager to know more.

The science of behaviour has gained prominence in recent years, with behavioural economics exerting intellectual influence on both academia and industry. Balanzo argued that it is the most significant intellectual development of the last 50 years.

By now, most people are aware of some of the discipline's axioms. Daniel Kahneman's book explaining two types of thinking, fast and slow, has been very popular, encapsulated in his summary: "Thinking is to humans as swimming is to cats; they can do it but they'd prefer not to."