Strategist: Neuroscience Helps Marketers Read Consumers’ Minds

In the war for attention, marketers have turned to neuroscience to better understand how the human brain works and how people think and make decisions. For Katharina Kuehn, head of neurostrategy and innovation and chief strategy officer at Sydney-based retailer The Winning Group, it’s not magic. It’s the data of emotion.

Strategist: Neuroscience Helps Marketers Read Consumers’ Minds

by Nicole Manktelow

Posted on 10-21-2017

In the war for attention, marketers have turned to neuroscience to better understand how the human brain works and how people think and make decisions.

For Katharina Kuehn, head of neurostrategy and innovation and chief strategy officer at Sydney-based retailer The Winning Group, it’s not magic. It’s the data of emotion.

“If you find someone very competitive that’s wearing an expensive watch, you’ve got a good guess that they are influencers and opinion leaders,” Kuehn said. “I’ve always thought this the most fascinating topic to think about in the world. We’re very lucky that now we’ve got new methodologies and new ways of understanding the brain. It’s a rapidly evolving field.”

Neuromarketing employs scientific methodologies, and as an in-house neurostrategist, Kuehn works with brands at the very beginning to develop the concept, positioning, and strategy, and to define the unique and relevant space that they want to own in somebody’s mind.

Tune in to this episode of The CMO Show marketing podcast as Kuehn and host Nicole Manktelow touch on Jung’s colour theory, Plato’s paradigm, and whether red really does go faster.

The CMO Show is a podcast about brand storytelling and the future of marketing. To listen to previous episodes, visit the website or follow along on iTunes or SoundCloud.

Topics: Insights & Inspiration, Experience Cloud, Insights Inspiration, Digital Transformation, Digital Foundation, Trends & Research, Analytics, CMO by Adobe

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