Diving into the ‘why’ of consumer behaviour

Neuroscience has become a rapidly emerging tool for marketers to understand the choices and preferences of consumers. At the recent Online Retailer Conference, Marketing spoke with Katharina Kuehn, director and co-founder of RDG Insights and one of Australia’s first and leading neuro-marketing strategists about tapping into the non-conscious minds of consumers, and Australia’s place in what is a global trend. Marketing: What will you cover in your lecture at the Online Retailer Conference? Katharina Kuehn: Basically, I’m a neuroscientist and I specialise in understanding customers emotions and subconscious minds, and how they drive attention, perception and behaviour. My presentation will be about understanding how sellers can meet the non-conscious needs of today’s customers, and how they can quickly gauge their attention and attraction and to their brand and product. I take them through how attention and…


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