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,...