New to Insights? This is a Must Read.

Will Leach's style is so engaging that it will take you no more than 10 minutes to read his case study chapter on how he used behavioral science to boost sales while he was at Pepsico.

For new grads entering the Insights industry, those 10 minutes, will be worth more than a year in an entry level position at a non-progressive marketing company. The reason? Will, in his description, is providing a window into the future of the Insights industry. But it's actually deeper than that. He's also telling you how to make it happen for yourself inside the Insights divisions of global enterprises.

See, it's no longer about writing good questionnaires, fielding, tabbing, pricing based on cost per complete and reading out every single data point that was collected from an explicit survey. No, those days for the marketing research world are long gone. The future of Insights rests squarely on our ability to make business impact for our organizations with our insights into what will drive consumer behavior.

As you come to that realization, you might find yourself asking, "well, if understanding how to influence behavior for business impact is the future of Insights, what better place is there for me to turn for breakthrough insights than the behavioral sciences?" But then, when you consider that we've already had 40+ years of evidence from the behavioral sciences that invalidates most of the current research methods used today, you might also ask yourself "why hasn't that mountain of evidence already had a bigger impact on our industry."

The answer? We haven't had enough good translators.

With descriptions of live, in market, behavioral economics experiments, case studies of packaging redesigns that nearly buried brands, and vivid stories of finding true emotional motivations with consumers, Marketing to MindStates is full gems for the Insights professional trying to advance in their career.

When somebody cries in a closet about a problem your brand can solve, you know you've tapped into something pretty big. I remember telling the branding team, 'From here, your job is not to worry about home storage. If you want to look yourself in the mirror in the morning and know why you go to work, here's your mission: you want to stop women from feeling shame in their own home. That's what should keep you up at night.'

-Will Leach, Marketing to MindStates

It takes a special skill to translate academic knowledge into practical insight for business. Will Leach has that precious skill, and in Marketing to MindStates he is not only advancing the careers of future Insights professionals, he's also teaching all of us how to make the complex easier to understand.

#countme #inspired

Marketing to MindStates, by Will Leach

For marketing to deliver sustainable business growth, it must focus on the one thing that drives it – changing consumer behaviors. Thankfully, the last decade has been a golden age for understanding and designing for lasting behavioral change through the process of Behavioral Design. And thanks to this book, it is now practical and usable for everyone.   

 In Marketing to Mindstates, Will Leach, founder of TriggerPoint, a leading behavioral research and design consultancy, demystifies this process and how to apply behavioral psychology and behavioral economics to influence people’s “mindstates.” Using his Mindstate Behavioral Model, he shows you how to create behaviorally optimized messaging designed to influence consumer behavior and generate real business results.

You can learn more about TriggerPoint at www.triggerpointdesign.com. You can learn more about Marketing to Mindstates and other books at www.will-leach.com