6 May 2020 – 13.30 – 14.30, UK time
Speaker: Leigh Caldwell, Irrational Agency
Leigh first presented this paper at the EphMRA London meeting in February and was highly acclaimed by those who attended. We are delighted to be able to share this excellent session with those of you who didn’t attend the meeting or who’d like to hear it again!
A mini-revolution in behavioural science and cognitive economics has laid the foundations for measuring the imagination: how people use it, how it changes, and in particular, how consumers use it to choose products. In earlier decades, behavioural science relied on explanations from 'System 1' and 'System 2' - the intuitive mind and the calculating mind. This new set of discoveries makes up 'System 3' - the imaginative mind.
This talk will show how the latest tools for measuring the customer's imagination have helped fashion retailers, advertisers and banks to understand their customers better and create better products. Leigh will demonstrate how healthcare marketers can learn from these other categories to implement imagination-based marketing in their own companies.
There will be an opportunity for a live Q&A session at the end of this webinar.
Note that this is a member only webinar.