50. Decoding decisions: the hidden science behind why we buy with Phil Barden

Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.

• Understand decision science's role in marketing
• Explore how scientific principles can be applied to enhance marketing creativity and effectiveness
• Discover how behavioural and decision sciences inform marketing strategies
• Learn how renowned marketers have successfully applied scientific methods to real-world marketing challenges
• Delve into case studies demonstrating the tangible benefits of integrating science into marketing efforts

This episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.

About Phil Barden

Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.  

Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities. 

 

Links  

Full show notes: Unicorny.co.uk  

LinkedIn: Phil Barden | Dom Hawes  

Contact Phil Barden: Twitter | Email 

Website: Decode Marketing  

Sponsor: Selbey Anderson  

Episode outline 

• Phil Barden's Story and Introduction to Decision Science  
• Marketing as Behaviour Change  
• The Role of Science in Marketing  
• Understanding Decision Making  
• Understanding System 1 and System 2  
• The Influence of Context in Marketing  
• The Neurologic Purchase Decision Equation  
• Leveraging Neuroscience in Marketing