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Speaker Evenings

Getting under the skin of human behaviour

Getting under the skin of human behaviour

In a nutshell


This event has taken place.

Future Thinking, in partnership with Sensum, has been evaluating and developing new techniques that embrace behavioural economics, including a biometric technique focused on physiological response which measures Galvanic Skin Response (GSR).

It is estimated that as much as 95% of our decisions use our subconscious System 1 brain processes. Which is why everybody’s talking about behavioural economics as it correlates so strongly to our everyday behaviour, from deciding which route to drive to your weekly supermarket shop.

GSR measures skin conductance through emotional arousal. It’s used as a behavioural overlay to traditional research methodologies and bridges the gap between consumers’ perceived and actual behaviour. Ultimately it helps to understand whether what people say is consistent with how they really feel.

What you’ll learn

  • More about the Galvanic Skin Response
  • The role GSR plays in understanding consumer behaviour through case studies
  • How Sensum capture the true nature of behaviour through a live demo

The approach can be used across a range of areas including; advertising and marcomms effectiveness, customer experience, shopper behaviour and product/pack, or concept testing. Attend this event to discover more about the latest techniques that delve deep into the human psyche.

Keynote speaker
    Anna Appleford

    Anna is a Senior Director at Future Thinking. She has over 15 years’ Agency experience of directing and managing large research projects on innovation, NPD, FMCG, Shopper, media and marcomms and customer experience for UK and global brands. Her background is in qualitative research and she is passionate about digging deep to discover, analyse and interpret consumer insights to add business value at a strategic level.


Where is the event taking place?


The Old Trading House, 15 Northburgh Street

With thanks to:


18:00 - Registration and Networking

18:45 - Presentation

19:30 - Q & A

20:00 - Finish

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This event is free for Members and there is a fee of £30 (£25 + VAT) for non-Members.

Please note: Each attendee needs to fill out their own booking form. It is not possible to make multiple bookings on one form.

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  • Non-members: to book and request an invoice, or to pay online click

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