The Power of Behavioural Science in Marketing and Advertising

Vice Chairman of Ogilvy UK, Rory Sutherland shares behavioural science insights that can elevate marketing and advertising strategies.

With the available data and human insight that influence marketing and advertising, the missing puzzle piece is often behavioural science. It can help provide insight into why consumers make certain purchase decisions, which in turn enables marketers and advertisers to develop effective strategies to unlock better quality customer engagement.

Free yourself from the need to arrive at a solution through logical steps – Rory Sutherland on The Lead Creative

In this episode, the Vice Chairman of Ogilvy UK, Rory Sutherland, unpacks why consumer behaviour is driven by seemingly irrational thinking that makes sense in hindsight. We also discuss why some brands and products change our lives once experienced, but make no sense before engagement. He cites Dyson, Nespresso and mobile phone technology as key examples.

“My argument is very simple. Data tells you the what – but you need behavioural science to tell you the why. And without the why, the what is sometimes not valuable.”

~ Rory Sutherland, Vice Chairman – Ogilvy UK

Rory Sutherland is also a TED speaker, a regular contributor to publications such as The Spectator and the author of Alchemy. He created MAD//Masters – a 12 week personal development programme that he hosts and assesses, helping marketers make sense of accelerated disruption, turning upheaval into a competitive advantage.

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Our podcast audio editing and audio production are done by: Maishe Rakgoale.