An insightful interview. I believe there is much to be learned from the non-consious consumer. I still do not believe we know as much as we think we do about the process.
Ogilvy Group UK vice chairman Rory Sutherland is a leading proponent of applying behavioural economics theory to the practice of marketing and advertising. He’s interested in what people actually do, and how they actually make decisions about the products they buy, rather than what they say they do.
Ogilvy Group UK vice chairman Rory Sutherland is a leading proponent of applying behavioural economics theory to the practice of marketing and advertising. He’s interested in what people actually do, and how they actually make decisions about the products they buy, rather than what they say they do.
For him, survey research is an inherently unreliable means of getting to the truth of consumer behaviour and emotions. It’s still “better than ignorance in many cases”, but he says questions must be asked about how research can be “significantly improved” given all we now know about the human brain, thanks to behavioural economics and neuromarketing.... "
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