Understanding Consumer Neuroscience

How the Military brought AI to Neuroscience with Lee Rowland

kent@cloud.army (Lee Rowland, Richard Campbell) — Thu, 10 Jul 2025 10:24:09 +0000

How can artificial intelligence change neuroscience? Richard talks to Lee Rowland about his work with NATO to utilize neuroscience to understand opposing forces, and how the introduction of artificial intelligence modelling allowed for the creation of synthetic audiences. With synthetic audiences, messaging can be tested rapidly without impacting the people the messages will ultimately be delivered to. This opens the door to an iterative process of feeding traditional test data into audience models and then testing the models against new messages for further tuning. AI can accelerate your effective messaging!

Brand Magnetism with Nir Wegrzyn

kent@cloud.army (Nir Wegzryn, Richard Campbell) — Tue, 29 Apr 2025 13:16:09 +0000

How does a brand become magnetic? Richard talks to Nir Wegzryn, founder and CEO of Brand Opus, about the elements that go into brands that are attractive to customers. Nir talks about brand attributions and associations - the one or two words that describe the brand, as well as the visuals that create the association. Implicit testing can help reveal the strengths and weaknesses of those attributions and associations, as well as provide a method to iterate their design to make a more magnetic brand!

Your Customers and Your Brand with Kevin Hains

kent@cloud.army (Richard Campbell, Kevin Hains) — Fri, 21 Mar 2025 13:26:20 +0000

What can you learn about your brand from your customers? Richard chats with Kevin Hains, Head of Insight at giffgaff, the UK mobile service provider that is "Up to Good" about his experiences using time-response measures to learn more about how customers connect with the brand. Kevin talks about how an effective brand triggers a customer's emotional response to a product, and understanding that connection helps to quantify the trust that a customer has in that product - and how a community can emerge around a product!

The Power of Sound with Aifric Lennon

kent@cloud.army (Aifric Lennon, Richard Campbell) — Fri, 7 Mar 2025 09:56:58 +0000

What is the role of sound in marketing? Richard chats with Aifric Lennon of MassiveMusic about the power of sound to affect people's moods and perception around brands and products. From licensing music to creating sonic logos, there are many types of sounds that can be connected to a brand. Sounds and music are more visceral to our minds than things we see - to the point where we often don't realize the impact! But careful use can be a powerful tool in your efforts to keep your brand top-of-mind.

Response Time Testing with Bart Norre

kent@cloud.army (Bart Norre, Richard Campbell) — Wed, 19 Feb 2025 10:20:57 +0000

How does response time testing work? Richard talks to Associate Professor Bart Norre about his experiences utilizing and teaching response time testing as part of his classes on neuromarketing at the School of Management in Fribourg. Professor Norre talks about measuring the time it takes for a subject to answer simple yes-no-maybe questions to set a baseline on their response times before getting into subject matter questions - and how response times can show what are beliefs versus rationalizations. The view into the subconscious can be disturbing at times, but also a powerful tool to help to understand how decisions are made!

Packaging and Neuroscience with Iain Amos

kent@cloud.army (Iain Amos, Richard Campbell) — Mon, 25 Nov 2024 09:11:51 +0000

How can neuroscience improve product packaging? Richard chats with Twining's Iain Amos about his work understanding how people perceive the packaging of a product and how it can effect their buying and consumption behaviour. Iain discusses how packaging in perceived on the shelf in a supermarket and how functional elements change the perception of a product. The conversation also digs into combining traditional testing and neuroscience testing to get broad assessments as well as drilling into detailed concepts that are hard to articulate - like how a font changes the perception of a product!

Creating Behavioural Change with Daniel Bennett

kent@cloud.army (Richard Campbell, Daniel Bennett) — Wed, 13 Mar 2024 12:04:16 +0000

What does it take to change behaviour? Richard chats with Ogilvy's Daniel Bennett about his work in the behavioural science space, specifically around what the science tells us influences change. It's not always the obvious thing! Daniel talks about a number of projects he's worked on where brainstorming a large array of options, driven by knowledge of behavioural science, led to a series of tests that show the many unusual aspects of an experience that can affect change. The conversation explores the often less obvious, and often less expensive approaches to altering behaviour that increase positive outcomes.

Building a Sustainable Brand with Phil White

kent@cloud.army (Phil White, Richard Campbell) — Tue, 3 Oct 2023 08:12:04 +0000

What does it take to build a sustainable brand? Richard talks to Phil White of Grounded World about his experiences helping companies define their values, turn them into actions, and then communicate them effectively to customers - and the role that neuroscience plays in being successful! Phil talks about the separation between customer intent and action, how often customers will say they want to make a sustainable choice but don't necessarily do it at the point of purchase. The conversation explores many such breaks and how framing and messaging can help to make it easier for customers to do the right thing.

Sustainability vs Profitability with Dominic King

kent@cloud.army (Cloud Army Network Inc) — Thu, 21 Sep 2023 19:00:00 +0000

How can neuroscience help make business more sustainable? Richard talks to Dominic King, Senior Principal at Accenture Research about his work on a World Economic Forum report on sustainability in business. Dominic talks about digging deeper into the schism between how important sustainability is to business leaders and their actions to make their companies more sustainable. Implicit testing helped to understand the areas where companies can reasonably take action toward a more sustainable future!

Audio and Nudgestock with Steve Keller and Rory Sutherland

kent@cloud.army (Richard Campbell, Rory Sutherland, Steve Keller) — Tue, 20 Jun 2023 14:23:15 +0000

Nudgestock is coming - and audio plays a part! Richard chats with past guests Steve Keller and Rory Sutherland about the power of audio, both music, and voice, in neuromarketing. Steve discusses the power of music to elicit and amplify emotional responses, and how context matters when applying those effects to marketing. Rory finds parallels and examples in past marketing efforts to show the ability of voice and music to enhance messaging. Call it a mini-Nudgestock, this episode is a sample of what you can expect on July 7, 2023!

How Marketing Buys Neuroscience with Emma Woodley

kent@cloud.army (Emma Woodley, Richard Campbell) — Tue, 2 May 2023 07:00:00 +0000

How do you start buying neuroscience research for your marketing efforts? Richard talks to Emma Woodley of Truth be Gold about her experiences getting neuroscience into the mix of marketing research at various organizations. Emma talks about starting small on initiatives specific to your organization's marketing needs, engaging professionals to help create the proper neuroscience testing for your needs, and developing good post-mortem results to understand the benefit of neuroscience in marketing - and how to do more!

Sustainability Marketing with Fred Dorsimont

kent@cloud.army (Fred Dorsimont, Richard Campbell) — Mon, 3 Apr 2023 23:00:00 +0000

How do you market sustainable practices? Richard talks with Fred Dorsimont about his work at Behaven, helping organizations understand how to persuade consumers to adopt sustainable practices. Fred talks about a study with the World Wildlife Fund about plant-based diets and the challenges of understanding the relationship between consumers and eating meat. The conversation also explores how other sustainability practices, like driving electric cars, have crossed into positive social space where other methods have not. Sustainability marketing is more than demonstrating your organization's sustainable practices; but also helps your customer do the same!

Customer Experiences in 2023 with Elisa Adams

kent@cloud.army (Cloud Army Network Inc) — Tue, 28 Feb 2023 17:29:33 +0000

What customer experiences will your customers seek out in 2023? Richard talks to Elisa Adams, CEO of Sprout Strategy, about her experiences helping companies with messaging for brands and products coming into 2023. Elisa talks about the impact of the pandemic, global supply chain, and economic issues as significant impactors on customer perception in 2023. The conversation dives into the current generation of consumer neuroscience tools that help drive an understanding of customer needs today. What customers want is shifting, and without careful evaluation, it's easy to send the wrong message!

Eye Tracking and the Attention Economy with Mike Follett

kent@cloud.army (Cloud Army Network Inc) — Tue, 31 Jan 2023 18:54:56 +0000

What can eye tracking tell us about attention? Richard talks to Mike Follett, CEO of Lumen Research, about how the attention economy has evolved and how tracking eye movements can tell us more about where people place their attention. Mike discusses how human attention has always been managed, whether for survival in the jungle or the urban landscape. The conversation explores how eye tracking can help understand the attention process and how long a person looks at a particular element to assess how much attention to assign. With appropriate tests, eye tracking helps determine what marketing elements get attention - so your message can be heard!

The NeuroMarketing Science & Business Association with Carla Nagel

kent@cloud.army (Cloud Army Network Inc) — Wed, 4 Jan 2023 17:16:00 +0000

How do marketers, agencies, and neuroscientists connect with each other? Richard talks to Carla Nagel about the NeuroMarketing Science & Business Association about gathering all the people focused on marketing with neuroscience, both in-person with conferences and via regular publications. Carla talks about ten years of building the association and the broadening horizons of neuroscience in industry. And if you're looking for case studies about success with neuromarketing, you want to be a member - there are hundreds of case studies to learn from!

The Consumer Emotional Index with Gary Moskoff

kent@cloud.army (Richard Campbell, Gary Moskoff) — Mon, 24 Oct 2022 13:00:00 +0000

Do you know how your customers are feeling? Richard talks to Gary Moskoff of Sleeping Giant Labs about the Consumer Emotional Index. Gary discusses how the pandemic affected different groups of people in different ways - and their recovery too! The conversation digs into how different lifestyles respond to marketing messages, when those messages are best served, and how brands have to take a role in those lifestyles.

Behavioural Science is Good Business

kent@cloud.army (Jez Groom, Richard Campbell) — Sat, 13 Aug 2022 12:29:48 +0000

Behavioural science is good for marketing, but is it good elsewhere in the business? Richard talks to Jez Groom, CEO of Cowry Consulting and author of the book Ripple, about how behavioural science can positively impact your business. Jez talks about persuasive language in the service role in an organization that not only helps the customer get to a positive outcome but also strengthens the employee's ability to provide that outcome. The conversation explores other roles, including human resources and management, ultimately believing that applying these principles in your business is good and ethical!

Change for the Better

kent@cloud.army (Madeleine Croucher, Richard Campbell) — Mon, 6 Jun 2022 14:55:43 +0000

Can neuroscience help make a better world? Richard talks to Madeleine Croucher of Ogilvy about the book Change for the Better, which explores the use of behavioural science to help charities engage with contributors and support their charities effectively. Maddie talks about how a deeper understanding of how effective testing of people's beliefs and perceptions can help to craft messages that trigger empathy and engagement in a cause.

Audio and Neuro

kent@cloud.army (Steve Keller, Richard Campbell) — Fri, 13 May 2022 12:32:46 +0000

Richard chats with Steve Keller, audio alchemist and sonic strategist at SXM Media. Steve talks about the power of sound to affect people, and whether that is the sound of a product itself, the spoken word, an audio logo, jingle, or music track. The discussion digs into how sounds can help amplify a mood to reinforce a brand and the broader ideas of audio landscapes and environments. Sounds can elicit more robust emotional responses than many other communication methods - it's worth taking control of them.

When Nudging Meets Neuro

kent@cloud.army (Rory Sutherland, Richard Campbell) — Wed, 20 Apr 2022 02:46:15 +0000

In this episode, Richard talks to Rory Sutherland, vice chairman at Ogilvy UK and the author of Alchemy: The Power of Ideas that Don't Make Sense. Rory discusses the power of nudging as a marketing strategy, combining the variety of efforts organizations can use to move customers toward making buying decisions. This leads to a discussion on the role of neuroscience to make those nudges more effective by understanding how people respond to the various nudge approaches - no one size fits all!

Evolutionary Psychology

kent@cloud.army (Richard Campbell, sam tatam) — Wed, 30 Mar 2022 20:01:56 +0000

In this episode, Richard talks to Sam Tatam, global head of behavioural science at Ogilvy, about the role of evolutionary psychology and behavioural science can work together to connect with people. Sam talks about systematically approaching creativity embracing the solutions of the past to improve the future. Sam is also the author of Evolutionary Ideas, which digs deeply into the ancient innovations that can solve tomorrow's challenges.

Behavioral Economics and Neuroscience

kent@cloud.army (Melina Palmer, Richard Campbell) — Mon, 20 Dec 2021 08:00:00 +0000

In this episode, Richard talks to Melina Palmer, behavioral economist and founder of Brainy Business, about her book “What Your Customer Wants and Can’t Tell You.” Melina discusses various behavioral economic concepts that can be applied to understand what customers want and how neuroscience can help you effectively test those concepts.

Measuring Emotional Response to Creative Works

kent@cloud.army (Callum Gould, Richard Campbell, image: www.dariusdan.com) — Fri, 19 Nov 2021 07:00:00 +0000

In this episode, Richard talks to Callum Gould, Head of Insights for Saddington Baynes. Callum talks about measuring emotional response to creative works using neuroscience – that each step of the way in creating advertisements, neuroscience can help tune the creative process.

Memory and Habits

kent@cloud.army (Cloud Army Network Inc) — Fri, 13 Aug 2021 07:00:00 +0000

Richard talks with Dr. Sarah Yu about how memory works and how habits are formed in the minds of consumers. Dr. Yu shares lessons about attention, memory, repetition, and habits from her years of practical experience helping some of the world's most successful brands.

Implicit Association Deep Dive

kent@cloud.army (Cloud Army Network Inc) — Fri, 25 Jun 2021 07:00:00 +0000

In this episode Richard talks with Dr. Andy Baron about Implicit Association testing and how it can be used by marketers. Join us for an in depth journey into the academic origins of implicit association and how they can be applied to practical marketing problems.

From lab to behaviour: Consumer Neuroscience In Context

kent@cloud.army (Dr. Brendan Murray, Richard Campbell) — Mon, 12 Apr 2021 19:00:00 +0000

In this interview with Dr. Brendan Murray, Richard delves into the complexities of how to get value from Consumer Neuroscience testing. Brendan explains why one size does not fit all and when "context is everything" how to determine the right tool for the job.

Leverage Neuroscience to Reshape Marketplace Behavior

kent@cloud.army (Richard Campbell, Dr. Michael Smith) — Sat, 6 Mar 2021 00:10:42 +0000

In this episode Richard talks with Michael Smith about applying brain-based principles and insights to marketing.

Consumer Neuroscience Testing

kent@cloud.army (Cloud Army Network Inc) — Sat, 13 Feb 2021 07:46:36 +0000

Richard interviews Darren Bridger, author of numerous books including: "Decoding the Irrational Consumer", "NeuroDesign", and most recently the "Implicit Test Designers Playbook".

What is Consumer Neuroscience?

kent@cloud.army (Thom Noble) — Sat, 30 Jan 2021 03:58:16 +0000

Richard interviews Thom Noble in this introductory episode, exploring the beginnings of consumer neuroscience research and what drove market researchers to look to science for answers.