Marketer’s core problem today is two-speed customers, according to Bri Williams, a behavioural specialist. Consumers seem to be changing all the time… and yet, in many ways, they're not changing at all.

“There are some inherent behaviours that haven't changed but we're spending our time on everything that's changing rather than the underpinnings of that,” Williams said at Sydney’s Mumbrella360 conference.

The solution, according to Williams, is behavioural economics: the study of the emotional, social, and cognitive biases and heuristics that influence behaviour: “Boiling it down, every time we turn up to work, this is what we're trying to do. We're trying to get people from point A to point B. That might be clicking, deciding or buying.”

As marketers look for ways to get around these hurdles, Williams explained that they need to choose the right data: “The first mistake is relying on what people say. The second is assuming that people are rational,” she said.