Practical Insights: Understand and influence buying behaviour

Practical Insights: Understand and influence buying behaviour

  • Broadcast: Monday 21 October 2019
  • Anthony Tasgal

All businesses depend on selling or marketing to human beings. Anything that helps us better understand how and why people buy things must, therefore, improve our chances of commercial success.

Behavioural economics offers a new model for understanding the basis of consumer behavioural changes, and our next Practical Insights webinar will show you how your business can implement it to great effect in both B2C and B2B.

In this webinar you will learn:

  • Why customers like to think they act rationally, decisively and individually… but most of the time they don't
  • How to see emotions in a new light and then apply them to create distinctiveness and cut through for your brand and communications
  • Whether your audience are maximisers, who always make the best possible decision, or satisficers, who only want what is good enough
  • How to apply the insights of priming, social norms, heuristics [mental shortcuts] and re-framing to change how you see your marketing, sales, positioning and communications. For example, when to address System 1 or System 2 (or both)

Our Practical Insights webinars, which are exclusive to CIM members, enable you to watch and listen from your desk or catch up on demand when it's convenient for you. Hosted monthly by subject matter experts, our webinars keep you up-to-date and knowledgeable on topics which cover all aspects of marketing. You'll also be able to apply what you've learned immediately to your current role.

If you're interested in watching our Practical Insights webinars, you can find out more about how to become a member for as little as £13 per month here.

About the Speaker

Anthony Tasgal
Anthony Tasgal Course director, CIM

Anthony 'Tas' Tasgal MCIM runs his own training company and is a Course Director for CIM, the Market Research Society, the Institute of Internal Communication and the Civil Service College, running courses on Storytelling, Behavioural Economics, Insight and Creative Briefing amongst others in the UK, US, China, Hong Kong, Australia, Sweden and UAE.  

He is the author of The Storytelling Book,  the award-winning guide to using storytelling techniques to improve presentations and communication. The book is already on a fourth re-print. His second book, “The Inspiratorium”, [2018] a compendium of insight and inspiration, can be found in WH Smiths, Foyles, National Theatre bookshop and the Tate Modern as well as on virtual shelves. His new book “Incitations”, will appear at the end of 2019.

You can play this Webinar now if you're a CIM member

Are you a CIM member?

Become a member to enjoy full access to a wide variety of digital content and features on our site. Join CIM from just £13.00 per month for an annual membership.

Become a member
Back to all