What does it take to build a sustainable brand? Richard talks to Phil White of Grounded World about his experiences helping companies define their values, turn them into actions, and then communicate them effectively to customers - and the role that neuroscience plays in being successful! Phil talks about the separation between customer intent and action, how often customers will say they want to make a sustainable choice but don't necessarily do it at the point of purchase. The conversation explores many such breaks and how framing and messaging can help to make it easier for customers to do the right thing.

Nudgestock is coming - and audio plays a part! Richard chats with past guests Steve Keller and Rory Sutherland about the power of audio, both music, and voice, in neuromarketing. Steve discusses the power of music to elicit and amplify emotional responses, and how context matters when applying those effects to marketing. Rory finds parallels and examples in past marketing efforts to show the ability of voice and music to enhance messaging. Call it a mini-Nudgestock, this episode is a sample of what you can expect on July 7, 2023!

How do you market sustainable practices? Richard talks with Fred Dorsimont about his work at Behaven, helping organizations understand how to persuade consumers to adopt sustainable practices. Fred talks about a study with the World Wildlife Fund about plant-based diets and the challenges of understanding the relationship between consumers and eating meat. The conversation also explores how other sustainability practices, like driving electric cars, have crossed into positive social space where other methods have not. Sustainability marketing is more than demonstrating your organization's sustainable practices; but also helps your customer do the same!

What can eye tracking tell us about attention? Richard talks to Mike Follett, CEO of Lumen Research, about how the attention economy has evolved and how tracking eye movements can tell us more about where people place their attention. Mike discusses how human attention has always been managed, whether for survival in the jungle or the urban landscape. The conversation explores how eye tracking can help understand the attention process and how long a person looks at a particular element to assess how much attention to assign. With appropriate tests, eye tracking helps determine what marketing elements get attention - so your message can be heard!

Do you know how your customers are feeling? Richard talks to Gary Moskoff of Sleeping Giant Labs about the Consumer Emotional Index. Gary discusses how the pandemic affected different groups of people in different ways - and their recovery too! The conversation digs into how different lifestyles respond to marketing messages, when those messages are best served, and how brands have to take a role in those lifestyles.

Can neuroscience help make a better world? Richard talks to Madeleine Croucher of Ogilvy about the book Change for the Better, which explores the use of behavioural science to help charities engage with contributors and support their charities effectively. Maddie talks about how a deeper understanding of how effective testing of people's beliefs and perceptions can help to craft messages that trigger empathy and engagement in a cause.

In this episode, Richard talks to Rory Sutherland, vice chairman at Ogilvy UK and the author of Alchemy: The Power of Ideas that Don't Make Sense. Rory discusses the power of nudging as a marketing strategy, combining the variety of efforts organizations can use to move customers toward making buying decisions. This leads to a discussion on the role of neuroscience to make those nudges more effective by understanding how people respond to the various nudge approaches - no one size fits all!

In this episode, Richard talks to Melina Palmer, behavioral economist and founder of Brainy Business, about her book “What Your Customer Wants and Can’t Tell You.” Melina discusses various behavioral economic concepts that can be applied to understand what customers want and how neuroscience can help you effectively test those concepts.

Richard talks with Dr. Sarah Yu about how memory works and how habits are formed in the minds of consumers. Dr. Yu shares lessons about attention, memory, repetition, and habits from her years of practical experience helping some of the world's most successful brands.

In this interview with Dr. Brendan Murray, Richard delves into the complexities of how to get value from Consumer Neuroscience testing. Brendan explains why one size does not fit all and when "context is everything" how to determine the right tool for the job.

Richard interviews Darren Bridger, author of numerous books including: "Decoding the Irrational Consumer", "NeuroDesign", and most recently the "Implicit Test Designers Playbook".