Six shopper marketing tips for Thailand

Low Lai Chow

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Behavioural science can “cut through all the clutter” and sway consumers’ in-store purchase decisions favourably, according to Unilever senior CMI manager Ramanathan Vythilingam.

“For any form of marketing materials to be effective, we believe it’s not just about attracting attention, but we also should engage emotion and activate memory,” said neuroscientist Satoshi Tsujimoto, the director of Nielsen Consumer Neuroscience, who spoke alongside Vythilingam at the event.

Nielsen Consumer Neuroscience was the agency that Unilever partnered for a study using EEG and eye-tracking to test and tweak a promotional campaign in Thailand for its “implicit effectiveness”.

“What we wanted to do...

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