2016: The year people didn’t behave
Why human beings are unpredictable and how we can understand them better to make our marketing more effective.
What do you think attendees will get out of your talk?
A brutally honest interpretation of how and why we behave. A new perspective on why marketing often fails to work and how you can do it better.
How did you get into your field?
Out of a frustration that people didn’t understand human behaviour. Research is typically dull and unimaginative. I wanted to change that.
Who is your inspiration in the industry?
Anyone who is trying to tackle the status quo. Research is criminal of sticking its head in the sand and getting things wrong. You only have to look at the polls for the US presidential election and Brexit to realise that even extremely well-publicised research isn’t working.
What advice would you give to someone new to the industry?
Learn your craft. Too many people are obsessed with the quick wins. What this industry needs are people who really know their stuff. Don’t get swayed by hyperbole or obsessed with ‘trends’. You also have to be bold. Someone once told me that you should dress everyday like it is’ Prince’s funeral. This was the best advice I ever got.
Tash will be talking at WXG on the 23rd March, 2017