Understanding consumer behaviour in greater depth has become crucial for marketers today, as ever-increasing competition means this is a much-needed advantage.

In this competitive industry, behavioural science—which delves into the underlying psychological factors driving human actions—offers invaluable insights into the reasons behind consumer choices.

By leveraging these insights, marketers can go beyond traditional methods, achieving a deeper and more nuanced understanding of their how their audience will respond to communications.

Here, Roger Jackson, marketing expert and founder and CEO of SenseCheck, explores how brands can harness the power of behavioural science to develop better marketing strategies that not only capture attention but also build meaningful engagement and loyalty.

Can you explain what behavioural science is and how it relates to marketing?

“Behavioural science is all about understanding the hidden motivations that drive our decisions—most of which we are not consciously aware of.

“The human brain, shaped by millions of years of evolution, has been fine-tuned to ensure our survival. This evolutionary process has led our brains to develop efficient shortcuts for making decisions that historically helped us live longer. Although we now live in a sophisticated modern world, our brains still operate on these same survival-based programmes.

“In marketing, we aim to influence human decisions and, since many decisions are made under the influence of these subconscious, evolutionary built programmes, it’s necessary for us to understand them in order to be more effective."

What are the key principles of behavioural science that marketers should be aware of?

"I'd divide it into two main areas. The first is biases. Our brains don't make perfectly logical decisions by balancing facts. Instead, they rely on 'baked-in' shortcuts that we often don't recognise.

“The second area concerns emotional and instinctive responses. Nobel Prize winner, Daniel Kahneman, describes the brain in terms of 'System 1 and System 2.' While this is a simplification, the fundamental point is that most of our decisions are driven by processes beyond our direct control.

“Even when we apply logic, we often cherry-pick information to justify decisions we've already made instinctively."

How does understanding human behaviour and psychology help in developing effective marketing strategies?

"We shouldn't expect rational, logic-based marketing messages to be effective on their own. To succeed, we first need to address the human subconscious. Capturing attention means engaging the emotional element, and only then can we draw focus to our specific proposition.

“It's well-proven that marketing which entertains, amuses, or intrigues achieves more, and ensuring our marketing is liked or enjoyed is a crucial metric that reflects this. Our messaging, therefore, should appeal first to instinct and emotion, whether in B2C or B2B.

“For instance, the number one factor in a B2B purchase is trust. Buyers need to feel confident that the company will deliver on its promises. Trust is emotional, which is why testimonials and celebrity endorsements are so effective, and why indeed B2B TV ads often work—being on TV implies credibility.

“Additionally, humans are drawn to stories. Effective marketing acts as a mini story that draws in the audience, captures their interest, and makes the brand part of the resolution. We can’t resist a story. After all, stories fed our minds throughout human history.

“Finally, in B2C and B2B when it comes to purchase decisions, we now understand that most decisions rely on shortcuts. Unknowingly, people tend to buy brands they are already familiar with to minimise mental effort. This is why well-known brands continue to thrive while new ones struggle to gain traction. Our brains simply ignore the unfamiliar"

Can you share some examples of successful marketing campaigns that leveraged behavioural science principles?

"One of the most awarded marketing campaigns in recent times is Cadbury’s 'Generosity' campaign.

“While the concept is thematically connected to the product itself, the marketing focuses on stories that show how Cadbury chocolate positively impacts relationships in relatable situations. Many ads today like this move away from merely claiming their product is tastier or easier to use. Instead, they tell compelling stories in which the brand plays a big part.

“Another example is Mailchimp’s online game designed for users and prospects. Although it has little to do with their product, the game engages customers in a unique way, building a sense of relationship. When the time comes to choose software, customers feel most comfortable with Mailchimp because of this positive, engaging experience."

What are some common cognitive biases that marketers can leverage in their campaigns?

“Some of the most common biases marketers should pay attention to are:

“Confirmation bias: People are likely to make future decisions based on past ones, often opting to buy the same product again.

“Myside bias: Individuals tend to buy products that those around them buy to fit in.

“Expert bias: Consumers prefer purchasing items they feel they understand well.

“Status quo bias: Many people stick to buying the same products as before because they are familiar, regardless of new promises.

“Loss aversion bias: People are more afraid of losing than gaining. To overcome this, the proposed gain must appear significantly larger than the perceived risk, or marketers should highlight the risks of not buying.”

How can behavioural insights improve customer segmentation and personalisation in marketing efforts?

“Integrating behavioural insights into customer segmentation and personalisation efforts allows marketers to go beyond surface-level data, creating deeper and more effective connections with their audience.

“This ultimately leads to more relevant and engaging marketing campaigns and drives better results.”

What role does behavioural science play in creating more targeted and relevant advertising?

“Behavioural science enables marketers to craft ads that resonate with specific emotions and cognitive biases of different audience segments.

“By understanding these emotional triggers, marketers can design messages that reinforce positive decisions for current customers or highlight potential losses for users of competitor products.

“This approach appeals to subconscious motivations and engages the audience more effectively than merely listing features and benefits. It ensures ads capture attention and drive action.”

Can you discuss the impact of AI and machine learning on understanding and predicting consumer behaviour?

“Ironically, AI’s lack of bias can make marketing evaluation more efficient. By removing human biases, it enhances our ability to understand and predict consumer behaviour with greater objectivity, and it can analyse ad responses without preconceived notions, identifying what works best.

“While widespread use is still limited by the current lack of extensive data, the potential is huge. With enough training on relevant data, AI could forecast the effectiveness of marketing strategies and even aid in their development.

“But, since AI relies heavily on historical data, its creative capabilities are limited, meaning human creativity and insight remain essential for crafting innovative campaigns.”

Anything else to add?

“The key takeaway from behavioural science is that you’re primarily engaging with the subconscious, primitive part of the human brain, rather than the rational mind. Your marketing needs to overcome this initial hurdle, or it risks being ignored, dismissed, or rejected before prospects even have a chance to think about it.

“This underscores the importance of testing your marketing with an external audience in real-world settings, where prospects only have a few seconds of attention in the midst of their busy lives.”