Thursday, May 9, 2013 from 9:00 AM to 5:30 PM (BST)
San Francisco, California
London, United Kingdom
Date: Thurs 9th May 2013
Time: 9.00am - 5.30pm
Venue: Nesta, 1 Plough Place, London EC4A 1DE
Our aim is looking to bring together academia and business to explore how these techniques can be used in business, making complex topics accessible for non-specialists and avoiding jargon.
- Nathalie Nahai, The Web Psychologist, Author of Webs of Influence & a member of Ogilvy Change
- Prof. Karen Pine, Psychology Professor at University of Hertfordshire, member of the British Psychological Society & co-founder of Do Something Different
- Stephen Haggard, Business Director and David Stillwell, Research Manager at Cambridge Personality Research
- William Higham, Author & founder of Next Big Thing
- Benjamin Ellis, CEO, SocialOptic & Redcatco
- Simon White, European Planning Director at Draftfcb
- Leigh Caldwell, CEO, Inon
- Craig Sullivan, Director of Optimisation, RUSH hair
- Daniel Bennett, Choice Architect and Marina Clement, Business Director at #ogilvychange
- Cat Jones, Head of Business Development at Unruly Media
- Simon Hill, CEO, Wazoku
- Fabian Stelzer, Co-founder & CEO, EyeQuant
- Chris Schaumann, Global Vice President, Digital & Social Marketing & CRM at Nokia
- Antony Mayfield, Founding Partner, Brilliant Noise
- Sarah Walker, R&D Director and Graham Page, Executive Vice-President, Consumer Neuroscience at Millward Brown
9:00am - Doors Open
9:30am - Introduction
An introduction to the day’s proceedings from Chinwag
9:45am - Nathalie Nahai, The Web Psychologist
“How to Sell More Persuasively Online”
Do you want to drive more sales through your website? In this presentation, Nathalie will cover 15 top psychological tips that you can use to sell more persuasively online. Using case studies and examples of best practice, you'll take away key insights that you can apply to your website, whether you run an SME or a Fortune 500 business.
10:15am- Leigh Caldwell, Inon
“Pricing Psychology: Behavioural Economics and New Economic Models”
A company's choice of pricing can create a psychological response in its customers, but how can businesses choose the best pricing tactics to create a positive response, maximising customer satisfaction and profits. “Psychology of Price” author, Leigh Caldwell uses a nuanced understanding of psychology to unlock the potential of behavioural economics that can provide new models for business.
10:35am - Simon White, Draftcb
“The Science of Desire”
I will explore why so much of this fantastic new understanding is failing to gain significant traction within marketing and advertising. Whilst on the one hand we have fantastic books written, the Institute of Practitioners Advertising has produced papers, there are great conferences such as this and ground breaking new research techniques, and yet traditional approaches and beliefs still dominate. I will look at what the blocks are and how we might solve them.
11:00am - Simon Hill, Wazoku
“The Idea of Ideas - A Do'ers Guide to Inclusive Innovation”
We all have ideas, many of us would love to hear great ideas for new products, services, ways to do things better, innovation matters. The trend to open innovation blended with social and collaboration brings a world of possibility and opportunity plus a splash of complexity and risk. With real case studies from the BBC, Lego and others I will explore the subject and share some anecdotes!
11:20am - Break
11:40am - Craig Sullivan, RUSH
“Psychology, Split Testing & the Web: How do they test that?”
You’ll find no shortage of opinion on what to try on your website – inside or outside your company! But what things are people *really* doing to drive behavioural change? Drawing on over 32 Million page test and a large community of Conversion Optimisers, Craig will show you the toolsets used by practitioners and companies to drive the psychological focus of testing and continuous improvement. With concrete examples, split test results and real data from experiments, he’ll explain why testing is the killing field of all our cherished notions, however good they might seem!
12:00pm - Fabian Selzer, Eyequant
“Neuroscience meets Website Optimization: How design tweaks affect attention & consumer decisions”
Every marketer knows that attention somehow affects decision-making, but how exactly are the two related? And what insights can neuroscience provide when it comes to optimizing your websites? Fabian Stelzer presents surprising research findings and tools that help marketers improve their web design for higher conversion rates using the science of visual attention.
12:20pm - Sarah Walker & Graham Page, Millward Brown
"Face value: measuring emotions without the guesswork"
Ask any marketer whether they are trying to emotionally engage consumers, and you will find very few who say no. Yet how best to measure emotional responses within qualitative or quantitative research has been a topic of much debate. Sarah and Graham will discuss their experiences of exploring how to apply learnings from behavioural economics and cognitive science to improve conventional research methodologies, and advance the solutions available to clients.
We will illustrate through case studies how automated facial coding technology can improve our ability to measure emotional responses to advertising, and discus what we’ve learned about how different emotions relate to our attitudes, our preferences and our purchase behaviours.
12:40pm - Lunch
Time for a break. Meet, chat and network over lunch
TSB £4m Challenge Brainstorm: "New Business Solutions from Environmental Data"
The Technology Strategy Board will be hosting an exploratory lunchtime session to provide an overview of a forthcoming £4m challenge due to launch in Sept 2013. This new challenge is designed to support the creation of commercial benefits through the integration of environmental data with other data sources. In this lunchtime session the aim is to explore and understand which problems or opportunities TSB could best address through the challenge, and they are particularly interested in engaging with professional psychologists or social scientists who may have interesting or novel ideas for applications or algorithms.
Space is very limited so please register your interest here.
1:40pm - William Higham, Next Big Thing
“A Faster Horse: How Customer Psychology Enables Consumer Trends Prediction”
Henry Ford famously said, if he’d asked his customers, they wouldn't have asked for a car, just a faster horse. Actually that would have been a really useful answer, as it would have revealed the changing attitudes which created a demand for the car. Ford's Model T succeeded precisely because it fulfilled a new psychological need for speed. Because it was, in effect, a faster horse. This presentation shows how consumer trends are typically driven by changing consumer psychology and more importantly, how recognising those changes helps accurately predict your customers' future needs and behaviours.
2:00pm - Stephen Haggard & David Stillwell, Cambridge Personality Research
“Psychological predictions: Show Me the Money”
Cambridge Personality Research collects detailed psychological profiles from millions of Facebook users and models the influence of personality on web behaviour. Science Director David Stillwell presents recent results from The Psychometrics Centre at Cambridge University that illuminate issues of accuracy, range and prediction of intimate data such as beliefs, sexuality, and political views. Company Business Director Stephen Haggard will talk about how they are using psychological data for a leading energy drink, in a strategy exercise where the mindset of the drinkers is mechanically detected, and predictively matched against music bands and tracks for marketing.
2:25pm - Cat Jones, Unruly Media
“The Science of Sharing”
We will examine data from Unruly ShareRank, the proprietary algorithm which allows advertisers to accurately predict the ‘shareability’ of a video, before it is even launched, and dispel some social video myths. What's the science behind video sharing? How can brands use data to create epic content that resonates with their audiences? What are the key social video trends right now, and how do they vary by vertical and audience?
2:45pm - Panel Discussion: Don’t Slip on the Snake Oil, Chaired by Jamillah Knowles
3:45pm - Break
4:00pm - Chris Schaumann, Nokia & Antony Mayfield, Brilliant Noise
“Designing Your Day”
Nokia's Smarter Everyday project has been looking at how we can work more effectively in an age of information overload and hyper-connectedness. This talk from Nokia's Chris Schaumann and Brilliant Noise's Antony Mayfield will share insights from the new ebook "Design Your Day", informed by from neuroscience, psychology and the challenge of "treating each day as a prototype."
4:30pm - Prof. Karen Pine, Do Something Different
"Behavioural flexibility: Get off the couch and do something different"
Humans can only grow and develop by upping their behavioural flexibility. Shifts in mindset can only happen when we’re shaken up by new experiences. But how can we expand our behavioural repertoire when our unconscious brain is a habit machine designed to turn us into couch potatoes?
Psychologist Professor Karen Pine, co-author of Flex: Do Something Different, describes how making small positive changes can trick the brain into shifting gear. And how Do Something Different uses digital technology to help individuals and organisations unleash richer, more stimulating ways of living and working.
4:50pm - Benjamin Ellis, SocialOptic & Redcatco
"Human Big Data - Making sense from everything"
The web, in its latest more social incarnation, enables us to gather huge amounts of data from even larger numbers of people. But does it all make sense, and can we make sense of it all? There are huge opportunities, but also some big pit falls with big data. Benjamin gives some actionable insights that will enable you to collect the winnings, without being lead up the garden path by the workings of our own minds.
5:15pm - Daniel Bennett & Marina Clement, Ogilvy
“The Mystery of the Missing £2”
At just over a year old #ogilvychange is working with some of the world’s largest brands to change people’s minds and behaviour for the better.
As the Behavioural Science practice at Ogilvy, we combine the gravitas of academic understanding with the application of real world communication expertise. We have Little Ideas from Big Thinkers that solve BIG behavioural problems. Find out about our new Choice Architecture for The Times newspaper which uses 4 tiny ideas or ‘Nudges’ to generate demonstrable returns of £1:£257.
5:30pm - Close
Nokia are sponsoring as part of their Smarter Everyday programme
Becoming more productive isn't just about working harder or longer, it's about working smarter. Smarter Everyday aims to inspire you with fresh approaches to productivity, collaboration and technology adoption, and the latest ideas from business leaders and innovators on creativity, leadership and management.
If you are interested in being involved in the Chinwag Psych conference please contact:
Telephone: +44 20 7183 2923
Telephone: +44 20 7183 2925