Yes, no, maybe: An initial foray into the science of consumer behaviour

Join us in London for a master class on the science of consumer behaviour. Predicting - and influencing - customer behaviour is frequently presented as being almost impossible. But it isn’t. We just tend to look in the wrong places, press the wrong buttons and draw the wrong conclusions. This session would look at how a more sophisticated and nuanced view of customers and consumers can open up new opportunities to engage, build better products and services and deliver value. It will also go a fair way to explaining why over 70% of all new product launches fail. Drawing on concrete commercial examples, and the latest psychology and behavioural research that provides novel and enlightening explanations, the session would shine a light on attitudes, behaviour, and motivation, introducing several areas and concepts which would be of interest to anyone involved in consumer-facing businesses. The session would be a mix of theory, example, and interaction, and draw on the professors' published and ongoing research.