Decoding and Influencing Your Consumer’s Mind

Behavioural Science Workshop

London

Dec 10th & 13th, 2018

laura.zaikausk@gmail.com info@behaviouralsciencecoach.com

THE OVERVIEW OF INTERACTIVE WORKSHOP

REVIEW We have designed this workshop to empower professionals to utilize established models of consumer psychology and behavioural economics in order to

a) understand how consumers choose and engage with brands, and b) design interventions/campaigns that persuade consumers to meaningfully connect with their propositions. Participants will be exposed to the latest scientific and field interventions rendered via case studies that will provide a

deeper understanding as to how they can use the power of psychology and behavioural sciences in developing their propositions and fully explore how consumers think, decide and can be influenced. Some of the key topics that we will be covering relate to attention, memory and emotions. AIM & OBJECTIVES •  Explore, via the lens of psychology, consumers’ thinking patterns, decision making and brand engagement. •  Focus on a range of key behavioural science/economics theories and connect them to the practice of influence and persuasion.

•  Learn how and why consumers are motivated to buy/engage with brands in both online and physical platforms

PRACTICAL APPLICATIONS •  Running interventions and mapping consumer behaviour •  Creating communication strategies that maximise consumer engagement and buy-in

•  Create campaigns that drive consumer behavioural change with long lasting results

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THE WORKSHOP WORKSHOP DNA & DELIVERABLES

Title & Timing Contents Outcomes

Session 1:

Laws of Neuro-Attraction

3 hours

•  Introduction to key parts of the brain that govern decision making and how

•  Overview of how consumer emotions and rationality mix together and drive their choices

•  Framework of 3 psychological forces that rule the consumer •  Best practice examples from 3 key industries

•  Understanding of trends in current research and thinking in behavioural science

•  Frameworks and examples of practical applications •  Practical application of cheat card with forces that

influence consumer decisions •  Practice exercises and case studies

Session 2:

Mastering Behavioural Science

3 hours

•  The interaction of attention and memory in the age of information overload

•  The formation and power of perception •  The impact of pre-existing expectations

•  The role of social identity in consumer decision making

•  Understanding of core psychological processes that govern the behavior

•  Insights how consumers think: as individuals and groups

•  Application of behavioural science principles for effective communication

•  Practice exercises and case studies

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This programme will be relevant to business or policy professionals whose success is primarily measured in terms of their ability to

influence, persuade and produce change. 

•  Participants on similar previous programmes have included:

•  marketing and brand managers

•  sales directors

•  local and national government officials

•  client services managers

•  business development managers

•  HR professionals

•  CSR staff

•  entrepreneurs

•  owner operators

WHO IS IT FOR?

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THE WORKSHOP SKILLS & COMPETENCES PANORAMIC / TRANFERABLE SKILLS •  How to package a message to ensure maximum accessibility and persuasiveness.

•  How to create ambassadors for your message/activity and galvanise their influence.

•  How to persuade people to go against the crowd.

•  How to promote and sell an opportunity (i.e. colours, language, and design).

•  How to successfully launch an idea and generate powerful responses. •  How to use your brand to your advantage.

•  When to hold on to consumer habits and when to break them.

•  What type of narratives speak best to consumers.

•  How to shift perceptions of your brand communication initiatives.

  MARKETING / TOPIC SPECIFIC COMPETENCIES

You will:

•  Be introduced and trained on how to utilise the power of cognitive biases which alter decision making process.

•  Gain experience in utilising the very latest behavioural science thinking and psychological frameworks to change people’s minds and their behaviour. •  Understand the scientific ground for building interventions.

•  Learn how to use emotional vs rational thinking paradigms to disrupt the current decision context.

•  Communicate a well-defined identity that stimulates consumers to like the brand for what it is, as opposed to what it is not.

•  Have hands on practice on implementing behaviour change. •  Gain training on retail atmospherics which will help to generate frameworks on how a brand could create shopping environments that put people in the right frame

of mind to take good decisions.

•  Learn to identify the power of small things that could make big difference. 5

“It was powerful. The workshop was thought provoking, inspiring, and gave our guests useful tools that could be incorporated immediately. The insights raised in his talk were

not only relevant to our audience; they were delivered in a way to make them memorable

and fun - look no further.”

Colin Carroll Founder & CEO, LBDC

“Fascinating and practical insights into workplace and consumer behaviour. The workshop was presented to a group of over 300 providing insights to the future behaviours of

consumers in our industry and the changes that we can expect in the work place. Dr.

Dimitrios brings together a great mix of academic rigour, clear insight and humour - I can highly recommend.”

Tim Sheppard

SVP & General Manager, IQVIA

“Dr. Dimitrios has been an invaluable ally to us in helping our clients and partners

understand the most complex conundrums. In the last 5 years, during times of

fundamental change in consumer behaviours and motivations, it has illuminated our

thinking many times.”

Michael Brown Head of Insight, UM

IMPACT

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DR. DIMITRIOS TSIVRIKOS BIO

Dimitrios Tsivrikos is an internationally renowned behavioural scientist, consultant, author, and media commentator. He has spent the last 10 years helping businesses to improve their performance by sharing insights from the fields of neuroscience,

branding, economics, and psychology. Dr Dimitrios has advised numerous UK and global organisations, such as Unilever, Deutsche Bank, Salesforce, Royal Bank of Scotland, Barclays, NHS, Volvo, Samsung, Burberry and Epson to name a few. He

has given hundreds of keynote speeches around the globe on marketing communications, organisational development, and innovation.

As the most cited and broadcasted consumer and business psychologist in Europe, Dr Dimitrios regularly offers opinions

and expertise on how to use psychology and science to resolve day-to-day business challenges. He has presented documentaries and shows on the BBC, Sky News, Channel 4 and Channel 5. He also acts as a regular scientific consultant

for titles including The Guardian, The Times, The Daily Telegraph, Vice and Esquire.

He is a co-author of numerous psychology and business books, such as “All in the Mind”, “Fundamentals of Organisational Behaviour”, and published articles in academic journals like “British journal of Social Psychology”, “European Journal of

Social Psychology”, “Personality and Individual Differences”, “Vocational Behaviour”, “Health Psychology”. Finally, alongside his work as a consultant and media commentator, Dr Dimitrios is leading Business and Psychology courses for

students and business executives at UCL, and lectures across a great number of renowned universities across the world.

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DETAILS

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Session Session 1 Session 2

Title Laws of Neuro-Attraction Mastering Behavioural Science

Duration 3 hours 3 hours

Time 17.30 pm – 20.30 pm 17.30 pm – 20.30 pm

Date December 13th, 2018 December 13th, 2018

Venue UM London

42 St. John’s Square, Clerkenwell

EC1M 4EA

Price £670 (both sessions)

laura.zaikausk@gmail.com

www.behaviouralsciencecoach.com

Please note, the organiser reserves the right to reschedule if fewer than anticipated delegates register.