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Consumer Psychology

Consumer Psychology

Consumer Motivations from Classical Theory to Current Thinking

In a nutshell

  • Wednesday, 13th April 2016
  • Friday, 07th October 2016
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
  • Karen Schofield, Innovations Director, Join the Dots
    Karen Schofield, Innovations Director, Join the Dots

    Karen recently moved into a new role in Innovations after spending the last few years heading up one of Join the Dots’ research teams and directing research projects. She focuses on developing new ways of understanding how people make decisions, as well as developing communications tools and techniques at Join the Dots. Karen is a strong believer in making sure research results are clear, action-focused and communicated effectively, whatever method is used, and her role in innovations means she can really focus on using her creative skills to think differently about how we do what we do - both in terms of delivering results, but also how we find those insights in the first place, through the research tools and techniques we use.

    Karen has spoken at several conferences, and ran a workshop on creativity at the BIG conference in 2013.

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

  • Sophie Wells, Senior Research Executive, Join the Dots
    Sophie Wells, Senior Research Executive, Join the Dots

    Sophie is an experienced researcher having worked in research for over 4 years on a diverse range of clients including arts and leisure, retail, FMCG and finance. Sophie is responsible for leading the design, implementation, analysis and reporting of research and with her background in Psychology she enjoys applying her interest in people’s attitudes and motivations to her work.


Where is the event taking place?

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