Inside your Buyer’s Mind: The use of Psychology and Neuroscience in Marketing

Inside your Buyer’s Mind: The use of Psychology and Neuroscience in Marketing

June 30, 2022
Aston University

 

Watch the event highlights!

This event, was first of its kind in the Midlands,  providing guests with remarkable insights into how your buyers make decisions. It also included a live brain imaging exercise!

Led by world-leading psychologists, neuroscientists and brand experts, Inside Your Buyer’s Mind was designed to change the way you think about marketing and psychology.

Takeaways:

• How brain imaging can be used in marketing
• How to minimise the data you need to make effective marketing decisions
• The key psychological drivers behind purchasing decisions
• The major biases that can enable as well as distort effective decision making
• How brands can use cutting-edge psychology to generate value
• How psychology can help you to get the best out of paid and organic search

 

EVENT TOPICS | SPEAKERS | OVERVIEW:

Speaker: Dr. Peter Hughes, Psychologist & co-founder of Cognition

Talk: What is the best way to look inside your buyer’s mind?

What is the best way to look inside your buyer’s mind? Understanding how people make purchasing decisions is the key to effective marketing. In this presentation, Dr. Peter Hughes will look at the three ways we can predict purchasing behaviour:

• Data
• Psychology
• Brain imaging

Through case studies and examples taken from the latest psychological research, the link between marketing and psychology will be explored and delegates will get an original and practical guide to using marketing and psychology to drive sales growth.

 

Speaker: Dr. Carl Senior, Behavioural Scientist

Talk: Organisational Cognitive Neuroscience

Cognitive neuroscience has provided much recent insight into our social behaviour. Yet many people argue that this 'social cognitive neuroscience' suffers from a number of limitations. The most notable of these is its distance from any form of real-world applicability. One solution to this limitation is 'Organisational Cognitive Neuroscience' (OCN) - the study of the cognitive neuroscience of human behaviour in, and within response to, organisations. Given that almost all of us will spend most of our lives in some sort of work-related relationship, organisational cognitive neuroscience affords us the opportunity to examine the cognitive underpinnings of social behaviour that occurs in what may be our most natural ecology. The objectives of this session will be to introduce practitioners to a range of different neuroscientific specialisations, with the aim to build a greater understanding of OCN and the various techniques that can be employed. In turn this will ensure that the full range of opportunities to work with scholars throughout the psychological and neuroscientific domains are highlighted.

 

Speaker: Professor Adrian Burgess, PhD., FAcSS

Talk: Brainwaves: A Guide for Business

The electrical activity of the brain (electroencephalogram, or EEG) is being used to evaluate consumers mental states and, this talk will describe what the EEG is, how the brain produces it and how it might be used for marketing purposes. We show that the EEG has the potential to monitor the level arousal, focussed attention and approachability of marketing material on a second-by-second basis. We conclude with a proposal for how EEG might be used in marketing and what the strengths and limitations of this approach might be.

 

Speaker: Dr. Georgia Alexandrou, Neuroscientist

Talk: KTP-Development of Neuromarketing toolkit software

Knowledge Transfer Partnerships have been helping business grow for a number of years. KTPs connect UK businesses with UK’s knowledge base academic institutions with the aim of delivering business led innovation projects. The academic partner works with the business to develop a project, provide academic input, and recruit an Associate. The Associates act as knowledge change agents in an environment that is interdisciplinary and challenges them intellectually and commercially. The aim of this KTP project is to develop a neuromarketing toolkit software that will enable marketing professionals and businesses to gain greater returns on their investments. Neuromarketing has the potential to examine differences in the brain activity and improve the targeting of advertising campaigns. Even the slightest differences in an advertising campaign might influence consumers’ decision making and the success of the campaign. The objective of this practical session is to showcase an example KTP project and demonstrate how EEG can be used within a commercial setting.

 

Speaker: Lucy Hardy, Associate Account Director & Cognition HubSpot Lead

Talk: The practical application of psychology and user preferences through technology and automation

It’s all well and good knowing what is inside the minds of your customers, but how do you put this knowledge to work in your business?

Building on what you have learned so far about psychology and your buyer’s mind, Cognition’s HubSpot Lead Lucy Hardy will take you through a practical step-by-step process whereby you can turn academic theory and data into results.

From understanding where your customers are in the buying cycle to attribution reporting and making decisions based on real-time data, this talk will provide you with clear actions to rapidly improve your sales & marketing, starting today.

 

Speaker: Tom Cooper, Head of @tomcooperandco

Talk: Web3, a new era of digital ownership

The birth of the world wide web revolutionised our relationship with our customers.  For the first time, we could communicate with them without charge, and the era of email marketing was borne.

Then what we now refer to as Web2 came along with the advent of Facebook, YouTube and smartphones.  Our relationships with our customers have become diverted through a handful of platforms that now own our digital relationship with our customers.

But a change is afoot. In corners of the internet, a new movement is growing faster than the adoption of the internet.

Known as Web3, it displaces these middlemen and heralds a new era of digital ownership.

This presentation will explore a golden opportunity to deliver new value to your customer whilst building a community around your product that increases not only sales but also creates more loyalty and a stronger brand - without any intermediary extracting a cost-per-click fee.

 

Speaker: Tony Steffert, Researcher, Clinician, Consultant, Entrepreneur and Chief Technology Officer of MindSpire

Talk: All the world's a lab

The use of low-cost electroencephalogram (EEG) headsets for real-time Hyperscanning in a theatre.

This talk is about a project at the Barbican with the director, playwright, and performer, Simon McBurney of Complicite. We recorded the brain waves of 20 people at the same time for 3 nights, while they experienced the amazing production of ‘The Encounter’ with a thousand other audience members wearing headphones. In this one man show, Simon McBurney used a 3D binaural dummy head microphone, to transport the audience to the Amazon rainforest. This talk will discuss some of the issues of running a Hyperscanning studies outside the controlled environment of a Lab.

 

Speakers: Dr. Matt Buckley & Dr. Craig Hedge

Talk: What can brain imaging tell us about human decision making?

Half a century ago, our understanding of how the brain responded to events relied on studying animals. With the development of functional magnetic resonance imaging techniques like fMRI, we can now study how human brains learn, and react to changes in the world. In this unique presentation we shall examine what fMRI has revealed about how humans make decisions in the context of navigating through the world. As well as look at why consumers make the choices that they do, and how industries might use brain imaging as a tool to inform their own processes.