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
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
Time 09:30 - 15:45
Lewis Barker (April 2017)
Lewis started his MR Career at Join the Dots early
in 2014 after studying Psychology (BSc Hons) at The University of Manchester.
He’s always been interested in consumer psychology and his accounts demand an
understanding of many different kinds of consumer mind-sets from FMCG to
banking and insurance. Lewis specialises in our online communities where we can
extra close to consumers over time to truly get to know what’s important to
them and how they make decisions. Recently, Lewis spent three months in a major
FMCG retailer to get closer to the team and see how consumer research gets used
in larger organisations.
Benjamin Buckby (April 2017)
Passionate about challenging assumptions and conventional thinking to
better understand why people behave and make the decisions they do. A social
scientist by education, and senior market researcher by profession,
specialising in qualitative, ethnographic and psychotherapy research methods,
as well as the real-world application of the latest behavioural economics and
social science. Over 7 years’ experience in managing research and behaviour
change projects for clients across a wide range of sectors, including health, pharmaceutical,
financial services, transport, retail and shopper, in the UK, Europe and Middle
East. Last year, was awarded a Silver award in the health category at the world’s first
behaviour change awards - the Nudge Awards - for the application of behavioural
economics and insight to influence people’s lifestyle choices and money
Emma Kirk, Business Development Executive, Join the Dots (October 2017)
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 (October 2017), 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.
“A comprehensive review of behavioural principles, with lots of examples.”
Anna Leggett, Firefish 07 October 2016
“Very insightful, lots of food for thought.”
Hannah Ely-Taylor, The Walt Disney Company 07 October 2016
“Intro to Physcology, tailored to group needs.”
Lee Thomas, Tesco Clubcard 07 October 2016
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 London EC1V 0JR