How behavioural insight can boost effectiveness

This report examines new insights into consumer behaviour and discusses how they could inform marketing.

How behavioural insight can boost effectiveness

Matthew Carlton

New insights into consumer behaviour, and what they could teach brands, were the topic of a session at IPA Eff Fest in London titled: 'How understanding modern consumers could increase effectiveness'.

Four models of decision-making

Kicking proceedings off was Mark Earls, founder of Herd Consulting, author of Herd and co-author of I'll Have What She's Having. Displaying a slide featuring Star Trek's Captain Kirk and Doctor Spock, Earls observed: "Every Star Trek episode consists of a struggle between the logical Dr Spock and the illogical, impetuous,...

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