Behavioural Science for Marketers

Here's an overview and summary of a comprehensive professional training course on shopper psychology, emphasising its importance in driving brand engagement and business growth. Phillip Adcock, a seasoned expert, originally designed a model for understanding shopping behaviour by breaking down the shopping process into "See, Appeal, Engage, and Buy." This Podcast explains cognitive processes like System 1 (fast, automatic) and System 2 (slow, deliberative) thinking, and how they influence purchase decisions. Furthermore, the session highlights the significance of multi-sensory engagement, processing fluency (making information easy to understand), and the impact of context, priming, and anchoring in influencing shopper perceptions and ultimately, sales. The commentary include real-world examples to help listeners apply these psychological principles to optimise in-store and online marketing strategies.

This Podcast on shopper psychology, specifically focusses on driving brand appeal. The content, created by Phillip Adcock, a veteran in consumer psychology, outlines how to understand and influence shopper behaviour through various psychological principles. Key topics covered include the impact of emotion before reason, the significance of first impressions, the power of multi-sensory communication, and the optimisation of messaging through processing fluency, humanization, and social proofing. The session aims to equip professionals with the skills to enhance brand visibility, engagement, and sales by aligning marketing strategies with the inherent ways human brains process information.

This Podcast introduces a professional training course on shopper psychology, highlighting its benefits for business growth and career advancement in a rapidly expanding sector. The content explores various psychological principles that influence shopper behaviour, such as attention spans, different types of memory, and the impact of choice overload. It also details strategies for increasing product visibility and standout in retail environments, drawing on concepts like evolution, biomimicry, and the power of emotional connection to capture shopper attention effectively. Finally, the module emphasises a "test and learn" approach for optimising these strategies, providing frameworks for measuring their impact beyond just sales data.

This Podcast introduces Creative Test, an AI-powered design analysis and optimisation engine developed by Adcock Solutions. The core concept revolves around applying behavioural science and psychology principles to evaluate the effectiveness of marketing designs, ranging from packaging to digital ads. By analysing designs against a vast database of psychological insights, Creative Test provides quantifiable scores across various metrics, such as attention, appeal, engagement, and buyability. This analysis pinpoints strengths and weaknesses within a design, offering actionable recommendations for improvement to enhance shopper response and ultimately drive sales. The service also includes options for human expert commentary and bespoke training to further refine design strategies.

This Podcast introduces the discipline of shopper psychology, a field focused on understanding and influencing consumer behaviour in retail environments. It is designed to equip individuals and businesses with skills to increase sales and profitability by aligning products with shopper motivations. Key concepts include differentiating shoppers from consumers, applying psychological principles across various shopper missions and behaviours, and utilising the "See, Appeal, Engage, Buy" model to optimise in-store interventions. The course also examines how to leverage multi-sensory communication, category-level psychology, and brand-level psychology to enhance product visibility, attractiveness, and conversion, offering practical "hacks" for aspects like pricing and promotions.