Behavioural Economics and Neuromarketing Training Course

Participants can map decision journeys and identify behavioural barriers at critical moments.

• Journey maps structured around triggers, decisions, actions and outcomes
• Moments of truth identified through behavioural friction mapping
• Cognitive load assessed within forms, checkout flows and service processes
• Drop-off patterns separated into motivation, ability and prompt failures
• Friction audit prioritised by customer impact, commercial value and feasibility
• Behavioural hypotheses written for a selected journey problem

Participants can use COM-B and related models to diagnose why intended actions do not occur.

• COM-B model applied to capability, opportunity and motivation barriers
• Fogg Behavior Model used to assess prompts and ability
• Intrinsic and extrinsic motivation distinguished in customer communications
• Prompt timing matched to customer context and readiness
• Implementation intentions converted into practical call-to-action designs
• Behavioural diagnosis canvas completed for a priority customer action

Participants can design customer choices that reduce confusion while preserving informed consent.

• Choice architecture principles applied to digital and physical touchpoints
• Default options evaluated for customer benefit and commercial suitability
• Choice overload reduced through grouping, sequencing and progressive disclosure
• Decoy effects assessed when presenting product and price alternatives
• Option order designed around goals, salience and decision effort
• Informed choice safeguards built into intervention designs

Participants can develop behavioural message treatments using framing and persuasion principles.

• Gain and loss frames matched to customer motivations
• Message framing tested against risk, trust and category context
• Social proof specified using credible reference groups and evidence
• Authority cues evaluated without unsupported claims or artificial scarcity
• Reciprocity, commitment and consistency applied to campaign sequences
• Copy variants drafted from explicit behavioural hypotheses

Participants can assess how price presentation influences perceived value and purchase decisions.

• Reference prices established through anchors, comparisons and category norms
• Mental accounting considered in payment frequency and bundle design
• Price partitioning used for fees, delivery charges and add-ons
• Left-digit effects assessed for retail and subscription pricing
• Fairness perceptions tested when changing prices or discount structures
• Value communication aligned with customer risk and uncertainty

Participants can create behavioural segments that support relevant propositions and interventions.

• Behavioural segments built from actions, contexts, barriers and motivations
• Needs-based segmentation compared with demographic targeting approaches
• Jobs to be Done interviews used to identify progress sought
• Propensity data interpreted alongside qualitative behavioural evidence
• Personalisation rules designed without intrusive or discriminatory targeting
• Segment-specific interventions prioritised by value and implementation effort

Participants can distinguish ethical behavioural design from manipulative or harmful practices.

• Nudges assessed against customer welfare, autonomy and transparency
• Sludge identified in cancellation, complaint and switching journeys
• Dark patterns recognised in consent, urgency and subscription interfaces
• EAST framework applied to easy, attractive, social and timely actions
• Vulnerable customer considerations incorporated into intervention governance
• Ethical review questions documented before campaign implementation

Participants can define valid neuromarketing questions and select appropriate evidence sources.

• Neuromarketing scope distinguished from consumer psychology and market research
• Attention, emotion, memory and arousal defined for marketing research
• Research questions matched to observable cognitive and affective signals
• Correlation, causation and prediction separated when interpreting findings
• Triangulation planned between behavioural, attitudinal and biometric evidence
• Supplier claims assessed against study design and decision relevance

Participants can interpret eye-tracking outputs for creative, packaging and interface decisions.

• Eye-tracking measures include fixations, saccades, dwell time and heatmaps
• Areas of interest defined around claims, brands and calls-to-action
• Visual hierarchy reviewed using gaze paths and first-fixation data
• Banner blindness assessed within webpages, applications and email layouts
• Packaging shelf attention compared through realistic viewing conditions
• Eye-tracking limitations recognised beyond simple heatmap interpretation

Participants can evaluate emotion and implicit-response methods for marketing research use.

• Facial coding measures expressed emotional responses to stimuli
• Galvanic skin response indicates arousal, not positive or negative emotion
• EEG measures considered for attention, engagement and cognitive processing
• Implicit Association Test applied to associations beyond self-report
• Temporal response patterns linked to specific creative moments
• Method limitations considered when inferring customer intention or preference

Participants can assess whether creative work builds memory structures and brand recognition.

• Encoding and retrieval principles applied to advertising and content
• Distinctive brand assets assessed for recognition, consistency and ownership
• Emotional peaks and endings reviewed using peak-end rule
• Cognitive fluency improved through familiar cues and clear structures
• Attention without memory distinguished in creative effectiveness reviews
• Creative learning agenda built around brand and behavioural objectives

Participants can design practical experiments that test behavioural interventions against meaningful outcomes.

• Testable hypotheses written with audience, treatment and expected outcome
• A/B test designs specify control, variation and random assignment
• Primary metrics selected from conversion, uptake, retention and value
• Guardrail metrics protect trust, complaints and customer welfare
• Sample size and statistical power discussed for realistic decisions
• Confounding factors identified before interpreting campaign performance

Participants can combine behavioural data and research evidence into defensible marketing recommendations.

• Funnel analysis locates behavioural drop-offs and high-value moments
• Cohort analysis separates acquisition effects from retention behaviour
• Customer feedback coded for recurring barriers, motives and language
• Behavioural metrics connected to commercial and customer-outcome measures
• Dashboard findings challenged for bias, noise and alternative explanations
• Insight narratives structured from evidence, interpretation and recommended action

Participants can adapt behavioural methods to human-assisted sales and service interactions.

• Sales conversations structured around choice reduction and commitment steps
• Trust signals designed for regulated, high-consideration customer decisions
• Service recovery messages use fairness, control and procedural justice
• Renewal journeys address inertia, status quo bias and perceived effort
• Advisor prompts support consistent explanation without scripted pressure
• Channel hand-offs reviewed for lost context and decision friction

Participants can establish governance controls for behavioural interventions and neuromarketing research.

• Informed consent requirements considered for biometric data collection
• Data minimisation applied to research design and participant records
• Privacy risks assessed for emotion, attention and identity data
• Research protocols document recruitment, stimuli, measures and exclusions
• Intervention approvals assign accountability, escalation and review points
• Post-launch monitoring tracks unintended outcomes and customer harm

Participants can build, review and present a complete behavioural marketing intervention plan for a live business challenge.

• Business challenge defined with target behaviour and commercial objective
• Customer journey diagnosis evidences barriers, biases and opportunity moments
• Intervention concept specifies choice architecture, message and channel
• Research plan selects appropriate behavioural and neuromarketing evidence
• Experiment design defines control, metrics, guardrails and decision rules
• Ethical assessment documents consent, fairness, transparency and vulnerable customers
• Implementation roadmap assigns owners, dependencies, timings and review milestones
• Stakeholder presentation defends recommendations using evidence and expected value