The Power of Behavioural Science in Marketing and Advertising
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…
The skinny
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