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Consumer Psychology

Consumer Psychology

Consumer Motivations from Classical Theory to Current Thinking

In a nutshell

  • Wednesday, 05 April 2017
  • Thursday, 05 October 2017
Course context:

The aim is to provide a conceptual framework to how we approach consumer thought – illuminated by up to date thinking in consumer psychology, neuroscience and behavioural economics as well as the latest consumer trends, underpinned by methods including semiotics, observational research and other exploratory techniques. The course demonstrates the links to research from classic sociology, psychology & ethnography, how this still impacts on what we do as researchers today and how critical reassessment of some of these founding principles are being challenged through new approaches & theoretical constructs.

Who will benefit from this course?

Anyone needing to keep abreast of how consumers think but the course is aimed at a more introductory level, with a top level view of some the schools of thinking (both classical and contemporary) and how these have influenced modern day market research. The course is designed to provoke debate and challenge accepted thinking. On a practical level, it will keep attendees informed of the latest thinking in the field and allow them to deliver this into their businesses. It will also offer examples of how these principles are being applied in research and marketing.

Aims and objectives:
  • To provide a clear framework for consumer thinking to be applied to anyone approaching research planning, execution, analysis or reporting – to be able to provide a contextual framework to primary data
  • To have tangible examples of how these new directions are affecting the way we do research
  • To enable a better understanding of how we think – as consumers, as individuals, as groups and as humans
Learning outcomes:
  • Have an appreciation of the classical and current thinking in consumer psychology
  • Have an appreciation of how innovative techniques are being used to address some of the more challenging aspects of the understanding consumer think
  • Have examples of the practical applications of these frameworks and tools to research problems
  • Be able to apply these to their day-to-day work – be it questionnaire design, analysis, reporting of data or simply promoting the consumer view internally
09:30 - 15:45

  • Emma Kirk, Business Development Executive, Join the Dots
    Emma Kirk, Business Development Executive, Join the Dots

    Emma is an experienced researcher having worked in research for around 4 years. Having studied psychology, followed by an MSc in Health Psychology, Emma started her career in the pharmaceutical sector working across a diverse range of therapy areas. Wanting to broaden her skills Emma moved towards the bright lights of consumer research in early 2014 taking a position at Join the Dots. Here she continues to work across a wide range of clients and industry sectors including travel, retail and education. With a general love for chatting and getting out and about, Emma has a special interest in qualitative work and can be found moderating focus groups, usability sessions and in field interviews.

  • Karen Schofield, Innovations Director, Join the Dots
    Karen Schofield, Innovations Director, Join the Dots

    Karen now leads on innovations after spending the last few years heading up one of Join the Dots’ research teams and directing research projects.

    Working as a consultant across a range of sectors and clients, Karen advises on methodologies and specialises in customer journey research. She led the development of Join the Dots’ unique consumer decision making framework, which draws on thinking from a range of disciplines including modern psychology and behavioural economics.

    She has a particular interest in behavioural sciences, creative thinking and design, and is a regular speaker and presenter at conferences and industry events.

    Karen is a Chartered Marketer, and Full Member of the CIM.


“Really interesting.”

Abigail Shenton, Tesco
13 April 2016


Chantal McDowell, Tesco
13 April 2016

Where is the event taking place?


The Old Trading House, 15 Northburgh Street

With thanks to:

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Please click on the photographs to view each speaker's biography.


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“Really interesting.”

Abigail Shenton, Tesco
13 April 2016


Chantal McDowell, Tesco
13 April 2016

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