EPISODE 22: BUILDING A SUSTAINABLE BRAND WITH PHIL WHITE
What does it take to build a sustainable brand? Richard talks to Phil White of Grounded World about his experiences helping companies define their values, turn them into actions, and then communicate them effectively to customers - and the role that neuroscience plays in being successful! Phil talks about the separation between customer intent and action, how often customers will say they want to make a sustainable choice but don't necessarily do it at the point of purchase. The conversation explores many such breaks and how framing and messaging can help to make it easier for customers to do the right thing.
EPISODE 21: SUSTAINABILITY VS PROFITABILITY WITH DOMINIC KING
How can neuroscience help make business more sustainable? Richard talks to Dominic King, Senior Principal at Accenture Research about his work on a World Economic Forum report on sustainability in business. Dominic talks about digging deeper into the schism between how important sustainability is to business leaders and their actions to make their companies more sustainable. Implicit testing helped to understand the areas where companies can reasonably take action toward a more sustainable future!
EPISODE 20: AUDIO AND NUDGESTOCK WITH STEVE KELLER AND RORY SUTHERLAND
Nudgestock is coming - and audio plays a part! Richard chats with past guests Steve Keller and Rory Sutherland about the power of audio, both music, and voice, in neuromarketing. Steve discusses the power of music to elicit and amplify emotional responses, and how context matters when applying those effects to marketing. Rory finds parallels and examples in past marketing efforts to show the ability of voice and music to enhance messaging. Call it a mini-Nudgestock, this episode is a sample of what you can expect on July 7, 2023!
EPISODE 19: HOW MARKETING BUYS NEUROSCIENCE WITH EMMA WOODLEY
How do you start buying neuroscience research for your marketing efforts? Richard talks to Emma Woodley of Truth be Gold about her experiences getting neuroscience into the mix of marketing research at various organizations. Emma talks about starting small on initiatives specific to your organization's marketing needs, engaging professionals to help create the proper neuroscience testing for your needs, and developing good post-mortem results to understand the benefit of neuroscience in marketing - and how to do more!
EPISODE 18: SUSTAINABILITY MARKETING WITH FRED DORSIMONT
How do you market sustainable practices? Richard talks with Fred Dorsimont about his work at Behaven, helping organizations understand how to persuade consumers to adopt sustainable practices. Fred talks about a study with the World Wildlife Fund about plant-based diets and the challenges of understanding the relationship between consumers and eating meat. The conversation also explores how other sustainability practices, like driving electric cars, have crossed into positive social space where other methods have not. Sustainability marketing is more than demonstrating your organization's sustainable practices; but also helps your customer do the same!
EPISODE 17: CUSTOMER EXPERIENCES IN 2023 WITH ELISA ADAMS
What customer experiences will your customers seek out in 2023? Richard talks to Elisa Adams, CEO of Sprout Strategy, about her experiences helping companies with messaging for brands and products coming into 2023. Elisa talks about the impact of the pandemic, global supply chain, and economic issues as significant impactors on customer perception in 2023. The conversation dives into the current generation of consumer neuroscience tools that help drive an understanding of customer needs today. What customers want is shifting, and without careful evaluation, it's easy to send the wrong message!
EPISODE 16: EYE TRACKING AND THE ATTENTION ECONOMY WITH MIKE FOLLETT
What can eye tracking tell us about attention? Richard talks to Mike Follett, CEO of Lumen Research, about how the attention economy has evolved and how tracking eye movements can tell us more about where people place their attention. Mike discusses how human attention has always been managed, whether for survival in the jungle or the urban landscape. The conversation explores how eye tracking can help understand the attention process and how long a person looks at a particular element to assess how much attention to assign. With appropriate tests, eye tracking helps determine what marketing elements get attention - so your message can be heard!
EPISODE 15: THE NEUROMARKETING SCIENCE & BUSINESS ASSOCIATION WITH CARLA NAGEL
How do marketers, agencies, and neuroscientists connect with each other? Richard talks to Carla Nagel about the NeuroMarketing Science & Business Association about gathering all the people focused on marketing with neuroscience, both in-person with conferences and via regular publications. Carla talks about ten years of building the association and the broadening horizons of neuroscience in industry. And if you're looking for case studies about success with neuromarketing, you want to be a member - there are hundreds of case studies to learn from!
EPISODE 14: THE CONSUMER EMOTIONAL INDEX WITH GARY MOSKOFF
Do you know how your customers are feeling? Richard talks to Gary Moskoff of Sleeping Giant Labs about the Consumer Emotional Index. Gary discusses how the pandemic affected different groups of people in different ways - and their recovery too! The conversation digs into how different lifestyles respond to marketing messages, when those messages are best served, and how brands have to take a role in those lifestyles.
EPISODE 13: BEHAVIOURAL SCIENCE IS GOOD BUSINESS
Behavioural science is good for marketing, but is it good elsewhere in the business? Richard talks to Jez Groom, CEO of Cowry Consulting and author of the book Ripple, about how behavioural science can positively impact your business. Jez talks about persuasive language in the service role in an organization that not only helps the customer get to a positive outcome but also strengthens the employee's ability to provide that outcome. The conversation explores other roles, including human resources and management, ultimately believing that applying these principles in your business is good and ethical!
EPISODE 12: CHANGE FOR THE BETTER
Can neuroscience help make a better world? Richard talks to Madeleine Croucher of Ogilvy about the book Change for the Better, which explores the use of behavioural science to help charities engage with contributors and support their charities effectively. Maddie talks about how a deeper understanding of how effective testing of people's beliefs and perceptions can help to craft messages that trigger empathy and engagement in a cause.
EPISODE 11: AUDIO AND NEURO
Richard chats with Steve Keller, audio alchemist and sonic strategist at SXM Media. Steve talks about the power of sound to affect people, and whether that is the sound of a product itself, the spoken word, an audio logo, jingle, or music track. The discussion digs into how sounds can help amplify a mood to reinforce a brand and the broader ideas of audio landscapes and environments. Sounds can elicit more robust emotional responses than many other communication methods - it's worth taking control of them.
EPISODE 10: WHEN NUDGING MEETS NEURO
In this episode, Richard talks to Rory Sutherland, vice chairman at Ogilvy UK and the author of Alchemy: The Power of Ideas that Don't Make Sense. Rory discusses the power of nudging as a marketing strategy, combining the variety of efforts organizations can use to move customers toward making buying decisions. This leads to a discussion on the role of neuroscience to make those nudges more effective by understanding how people respond to the various nudge approaches - no one size fits all!
EPISODE 09: EVOLUTIONARY PSYCHOLOGY
In this episode, Richard talks to Sam Tatam, global head of behavioural science at Ogilvy, about the role of evolutionary psychology and behavioural science can work together to connect with people. Sam talks about systematically approaching creativity embracing the solutions of the past to improve the future. Sam is also the author of Evolutionary Ideas, which digs deeply into the ancient innovations that can solve tomorrow's challenges.
EPISODE 08: BEHAVIORAL ECONOMICS AND NEUROSCIENCE
In this episode, Richard talks to Melina Palmer, behavioral economist and founder of Brainy Business, about her book “What Your Customer Wants and Can’t Tell You.” Melina discusses various behavioral economic concepts that can be applied to understand what customers want and how neuroscience can help you effectively test those concepts.
EPISODE 07: MEASURING EMOTIONAL RESPONSE TO CREATIVE WORKS
In this episode, Richard talks to Callum Gould, Head of Insights for Saddington Baynes. Callum talks about measuring emotional response to creative works using neuroscience – that each step of the way in creating advertisements, neuroscience can help tune the creative process.
EPISODE 06: MEMORY AND HABITS
Richard talks with Dr. Sarah Yu about how memory works and how habits are formed in the minds of consumers. Dr. Yu shares lessons about attention, memory, repetition, and habits from her years of practical experience helping some of the world's most successful brands.
EPISODE 05: IMPLICIT ASSOCIATION DEEP DIVE
In this episode Richard talks with Dr. Andy Baron about Implicit Association testing and how it can be used by marketers. Join us for an in depth journey into the academic origins of implicit association and how they can be applied to practical marketing problems.
EPISODE 04: FROM LAB TO BEHAVIOUR: CONSUMER NEUROSCIENCE IN CONTEXT
In this interview with Dr. Brendan Murray, Richard delves into the complexities of how to get value from Consumer Neuroscience testing. Brendan explains why one size does not fit all and when "context is everything" how to determine the right tool for the job.
EPISODE 03: LEVERAGE NEUROSCIENCE TO RESHAPE MARKETPLACE BEHAVIOR
In this episode Richard talks with Michael Smith about applying brain-based principles and insights to marketing.
EPISODE 02: CONSUMER NEUROSCIENCE TESTING
Richard interviews Darren Bridger, author of numerous books including: "Decoding the Irrational Consumer", "NeuroDesign", and most recently the "Implicit Test Designers Playbook".
EPISODE 01: WHAT IS CONSUMER NEUROSCIENCE?
Richard interviews Thom Noble in this introductory episode, exploring the beginnings of consumer neuroscience research and what drove market researchers to look to science for answers.