17
Time
Room Name: Core Conversation
Monday, July 20
Christian
Goy
Behavioral Science
Lab,
Co-Founder &
Managing Director
Every startup is faced with two fundamental questions: who is our target audience and
why would they buy our product or service over the competition. If we, as marketers,
want to engage consumers and convert shoppers to buyers, it is not only necessary to
understand their online or social behavior, we need to understand the full complexity
of the consumer's requirements and brand experience.
Brand engagement is that state in which the brand delivers nearly perfectly against the
buyer's expectations—cognitive, social, physical, economic and environmental —there-
by creating a lasting and strong affinity for the brand.
There are multiple research tools out there that provide entrepreneurs with some of
the answers, but fundamentally leave them hanging as to why people truly will buy
their product or service. This session will focus on an all-encompassing approach from
a behavioral economics point of view that will help startups focus on the essence of
marketing as whole.
Questions Answered:
1. How can behavioral economics ensure success?
2. How is the WHY more paramount than the who, when and where in
targeting the right consumer?
3. How is research evolving over big data?
Why Consumers Really
Buy Your Product
10:30am
Raphael 2: Core Conversation
MONDAY
