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The Power of Behavioural Science in Marketing and Advertising
Manage episode 359932013 series 3351635
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In this episode, the Vice Chairman of Ogilvy UK, Rory Sutherland, unpacks why consumer behaviour is driven by seemingly irrational thinking that makes sense in hindsight. We also discuss why some brands and products change our lives once experienced, but make no sense before engagement. He cites Dyson, Nespresso and mobile phone technology as key examples.
“My argument is very simple. Data tells you the what – but you need behavioural science to tell you the why. And without the why, the what is sometimes not valuable,” – Rory Sutherland, Vice Chairman - Ogilvy UK.
Rory Sutherland is also a TED speaker, a regular contributor to publications such as The Spectator and the author of Alchemy. He created MAD//Masters – a 12-week personal development programme that he hosts and assesses, helping marketers make sense of accelerated disruption, turning upheaval into a competitive advantage.
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Audio editing and production by: Maishe Rakgoale
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