And how to read what their brain actually wants.
Consumer studies tell you what your customers think they think. But 95% of purchase decisions are made by the intuitive brain: fast, emotional, inaccessible to introspection. Neuromarketing no longer asks customers what they want, it observes what their brain and emotions reveal in spite of themselves.
The evidence: in blind tests, most consumers prefer Pepsi to Coca-Cola, but the moment brands are visible the result flips. fMRI scans then show that memory and identity zones light up, not taste zones. What your customers actually buy bears only a distant relationship to what they think they're buying.
The stakes aren't about listening to your customers better, but about learning to watch them differently. From eye-tracking to implicit measures and journey nudges, there are proven tools this talk reveals.
4 cognitive levers driving 95% of purchase decisions
7 marketing nudges validated by academic research
Why intent surveys massively overestimate actual purchases
How to uncover your customers' real purchase motivations
Founder of Krakn Behavioural (applied behavioural sciences, Paris-Geneva). Member of the American Psychological Association, president of Cercle LAB. Teaches at Sciences Po and ESCP Executive Education. Author of Déjouez les pièges de votre cerveau (Alisio).
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