Behavioural economics in action: fame, feeling and fluency

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Seamus O’Farrell has a really big map of cognitive biases on the wall of his office. For the ‎Director of Strategy & Planning at System1 Research, the brand-tracking agency, it’s a delight to marvel at all the pathways the brain takes, but, he admitted, there is too much information to make sense of anything.

Despite that, he informed an audience at WARC’s Behavioural Economics in Advertising event, "the wonderful thing about science is that it simplifies. It enables us to make sense of the world in order to move forward. It enables us to be creative."

Yet, while it might...

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