the brain science behind consumer experience
DESCRIPTION
Learn how the human brain guides the consumer experience, understand consumers’ needs and actions and how to use this information.TRANSCRIPT
The Brain Science Behind Consumer ExperienceED KING, MICHAEL ALLENBERG AND MARKHAM BUTLER
1940s
“The militant consumer is the problem.” — Advertising Age
@StayingInDroves
1960s
“The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.” — Theodore Levitt
@StayingInDroves
1980s
Demographic consumer data enters the scene and market
segments become popular
@StayingInDroves
2000s
Digital provides anything consumers want, on-demand and on their terms.
Born is the illusion that customers are now in control.
@StayingInDroves
@StayingInDroves
“95 percent of our purchase decision making takes place in
the subconscious mind.” — Gerald Zaltman
...are consumers really in control?
@StayingInDroves
We are biologically wired to learn through stories.
@StayingInDroves
@StayingInDroves
@StayingInDroves
@StayingInDroves
@StayingInDroves
@StayingInDroves
@StayingInDroves
Everything communicates.
@StayingInDroves
Stories are everywhere.Like unboxing.
Public transportation
@StayingInDroves
@StayingInDroves
“We made the buttons on the screen look so good you’ll want
to lick them.” — Steve Jobs
We are moving from a society engineered for efficiency to a living, fluid ecosystem of enjoyable, even meaningful experiences.
As designers of experiences, we have it in our power to...
Ed King, Director of Strategy, MaxMedia
@StayingInDroves