Moderator: Annelies Verhaeghe (Insites Consulting) Panel: John Kearon (System 1 Agency), Marlies Kerklaan (Research Now SSI), Rory Sutherland (Ogilvy), Mark Earls (HERD)

1. “YOUR HONOR,
I OBJECT…
WE THINK LESS
THAN WE THINK!”

2. THINKING FASTER AND THINKING 4,0

3. THINKING FASTER AND THINKING 4,0

4. WELCOME TO
THE COURT CASE
ON THINKING 4.0
THINKING FASTER AND THINKING 4,0

5. THINKING FASTER AND THINKING 4,0

6. THINKING FASTER AND THINKING 4,0
THE SMART
CONSUMER
1

7. ONLINE ONLYPRINT + ONLINEPRINT ONLY
THINKING FASTER AND THINKING 4,0

8. THINKING FASTER AND THINKING 4,0

9. AUTONOMOUS
INSTINCTIVE
INTUITIVE
EMOTIONAL
REQUIRES LITTLE
AUTOMATIC
REQUIRES LITTLE ENERGY
RATIONAL
ANALYTICAL
SLOW
DELIBERED
REFLECTIVES
CONSUMES ENERGY
THINKING FASTER AND THINKING 4,0
TYPE 1
PROCESSINGPROSSING
TYPE 2
PROCESSINGPROSSING

10. 10
THINKING FASTER AND THINKING 4,0

11. Court case
LET’S NOT
UNDERESTIMATE THE
SMART CONSUMER ….
MAJORITY OF
CONSUMER DECISION
MAKING IS NOT DONE
RATIONALLY
THE SMART CONSUMER
THINKING FASTER AND THINKING 4,0

12. THINKING FASTER AND THINKING 4,0

13. THINKING FASTER AND THINKING 4,0

14. THINKING FASTER AND THINKING 4,0
THE UNIQUE
CONSUMER
2

15. THINKING FASTER AND THINKING 4,0

16. THINKING FASTER AND THINKING 4,0

17. THINKING FASTER AND THINKING 4,0

18. THINKING FASTER AND THINKING 4,0

19. Court case
HOW UNIQUE ARE WE REALLY?
OUR OWN INDIVIDUAL
EXPERIENCE AND
CONTEXT DRIVE OUR
CONSUMER
BEHAVIOUR
HUMAN BEINGS
ARE SOCIAL
ANIMALS
THINKING FASTER AND THINKING 4,0

20. THINKING FASTER AND THINKING 4,0

21. THINKING FASTER AND THINKING 4,0

22. THINKING FASTER AND THINKING 4,0
DID WE
GET IT ALL
WRONG?3

23. THINKING FASTER AND THINKING 4,0
Game of
context
Predictive
markets
Reaction
time based
Behavioral
experiments
Neuro market
research
techniques
Observation
Distinctive assets
measurement
Emotion
measurement
Behavioral tracking

24. THINKING FASTER AND THINKING 4,0

25. THINKING FASTER AND THINKING 4,0
WHAT A WEIRDO!

26. THINKING FASTER AND THINKING 4,0

27. Court case
ARE WE FUTURE PROOF?
BEHAVIORAL
ECONOMICS IS THE
FUTURE OF
INSIGHTING
NEVER CHANGE A
WINNING GAME...
THINKING FASTER AND THINKING 4,0

28. THINKING FASTER AND THINKING 4,0

30. 3030 THINKING FASTER AND THINKING 4,0

31. 3131 THINKING FASTER AND THINKING 4,0
THANK
YOU!