An excerpt from a presentation made in Cannes today (Friday June 21) by ‘Drunk Tank Pink’ author, Adam Alter, and Director of Draftfcb’s Institute of Decision Making, Matthew Willcox.
The mind is basically like an iceberg, and while we have access to the stuff above the surface, much of what’s interesting and influencing our decisions is below the surface of conscious awareness.
For example, numerous studies and psychological research papers illustrate how hidden, powerful, and unexpected forces — a colour, a name, a noise — operate behind the scenes so to say in the decisions, choices, and behaviours of consumers and others.
For many years, marketers have known that understanding more about how the unconscious works is potentially a huge competitive advantage.
Unfortunately, the unconscious wasn’t keen to give up its secrets. Until now, that is. In fact, the speed with which we are today learning more about just what affects our behaviour is breathtaking.
It truly is an emerging science. And just as being an early mover in emerging markets gave brands an edge over the last couple of decades, tapping into the unexplored geography of the mind is going to be critical to their future.