About this episode

Chris Lukehurst discusses the emotional factors influencing consumer buying decisions and the limitations of traditional market research.

In this episode Chris Lukehurst, Director of Research at The Marketing Clinic, explains why traditional market research often misses what really drives buying decisions. He explores the emotional journey behind products, how sensory experiences shape consumer behaviour, and why brands should focus less on what people say they want and more on how products make consumers feel.

People in this episode

Guest: Chris Lukehurst

Topics covered

• consumer choice
• market research
• emotional journey
• sensory experiences
• consumer behaviour
• branding

Keywords

• consumer choice
• market research
• emotional journey
• sensory experiences
• consumer behaviour
• branding

Mentioned in this episode

Organizations: The Marketing Clinic

More episodes of The Cambridge Marketing Podcast

• The Marketers' Toolkit - 'N' · July 21, 2026 · 12 min
• Digital Product Management for Small Businesses · July 17, 2026 · 28 min
• Opinionated Marketers on: SUMMER READING · July 14, 2026 · 7 min
• How to Optimise Content for AI Bots & GEO · July 10, 2026 · 24 min
• The Marketers' Toolkit - 'M' · July 8, 2026 · 13 min
• The Marketers' Toolkit - 'K and L' · July 1, 2026 · 11 min

Explore listener stats, chart rankings, contacts and more on the The Cambridge Marketing Podcast podcast page.