You may have a picture in your mind of your 'typical' customer - but, in reality, that person probably doesn't exist. And, when you do speak to your real-life customers, what they tell you about why they buy your products or services (or don't) is likely only 50% of the story. If you want to truly understand why your customers behave as they do, then behavioural science can help - in this episode we explore how.

In this episode, you'll hear about some of the ways we can better find out what drives people (in both B2C and B2B worlds) to purchase, and the tools available to do so, from leading experts:

- Duncan Smith, MD of MindLab, on how implicit research helps us understand the differences between what people say, and what they do;
- Hannah Lewis, founder of Behave London and MindMafia.com, on how behavioural science completely changes the ways we think about marketing to our customers;
- Oli Payne, founder of The Hunting Dynasty, on why making people aware of your products or services is very different to making them buy, and why we don't have enough legs(!);
- Leigh Caldwell, partner at The Irrational Agency, on why it's worth investing in research techniques that can help you better predict customer behaviour;
- Richard Shotton, founder of Astroten and author of 'The Choice Factory', on the importance of using actual data on behaviour rather than just trusting what people say;
- Mike Follett, MD of Lumen Research, on how a focus on measuring attention helps give businesses and marketers "solid ground" to understand how to sell better.

If you want to know how to better understand the lifeblood of your business - your customers - then have a listen.

Buy 'The Behaviour Business' book here: https://amzn.to/37e3Mwc