Our article in the Jan ‘09 edition of ESOMAR’s Research World. Grab your copy here.

Martin Lindstrom’s new book and company, Buyology, hope to kick start the next wave of neuromarketing. Will they deliver?

So, just what is Buyology all about?
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And the winner of the Buyology giveaway is…Elizabeth Luke.

Elizabeth is a senior at the University of Southern California spending her final semester abroad at the University of Amsterdam. She is a communication major with an interest in persuasion and consumer behavior. She will be graduating magna cum laude in December 2008, and shortly after, she will begin her career as a research analyst for emerging consumer products at Nielsen BASES.

Elizabeth’s book is on the way, thanks again to Martin Lindstrom and publishers Random House.

Here are Martin’s responses to some of the questions you sent in (thanks for all the entries):
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Sir James Dyson is one of John Kearon’s heroes. Both are entrepreneurs. And both believe passionately in the power of supreme engineering innovation to deliver progress. So when the opportunity came up to have a chat with Iain Carruthers, brand consultant and now second time author, this time of an authorised biography of Sir James, we jumped at the chance to get the two Dyson aficionados in conversation. Iain’s managed to pull together a fascinating series of insights that should appeal to entrepreneurs and brand marketers alike. Once you’ve heard this, dive into the book: Great Brand Stories: Dyson

Listen to other podcasts featuring John

 STARRING 

• Iain Carruthers, Author, Great Brand Stories: Dyson, and Founder, Encounter Business
• John Kearon, Chief Juicer, BrainJuicer

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The fact that companies like Toyota and Tesco and Proctor & Gamble in many of its categories have shown that you can in fact keep improving delivery on the basics, shows that it’s not just a commodity…
(Patrick Barwise)

The renowned marketing Professor Patrick Barwise is a relatively rare animal, an academic with commercial instinct and pragmatism. Here he talks to Michael Warren about the ramifications of his two most recent books, ‘Simply Better’ (which won the American Marketing Association’s 2005 prize for the best recent book in marketing), and one that he is currently writing with the working title: ‘Customer Insights – Beyond Market Research’. His ability to cut through marketing myths, hype and meaningless jargon using solid reasoning reinforces his position as one of the industry’s most valued thought-leaders

Listen to other podcasts featuring Patrick

 STARRING 

• Prof. Patrick Barwise, LBS, and co-author, Simply Better
• Michael Warren, research consultant

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The assumption is that by-and-large, individuals make decisions on their own. My Herd point-of-view is that people influence each other, often without realising it

Mark Earls’ latest contribution to life, the universe and everything is gaining traction. His new book rethinks how people make decisions and discovers as a result that much of current research practice is fundamentally flawed in its assumptions and interpretation of consumer behaviour. Quite fitting for this self-styled ‘Contrarian’. The book provides psychology underpinning for many recent phenomena such as social networking, engagement, conversations, ethnography, blogging and predictive markets by showing how we act as groups and not individually. Part of our monthly column for ESOMAR’s Research World magazine

 STARRING 

• Mark Earls, author, Herd: How to Change Mass Behaviour by Harnessing Our True Nature, Head Honcho, Herd Consulting

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We all know about the surging economies in India and China and how they stand to become the largest within decades. But in this conversation with the passionate and authoritative Prof. Richard Scase, we hear how this and other global issues such as climate change and energy shortages, will affect everyone in both a personal and professional capacity. It’s not a pretty picture, but then again we need leading forcasters like Richard to get us all to act before it’s too late

 STARRING 

• Prof. Richard Scase, Academic, Entrepreneur, and Author, Global Remix

Recorded live at the Euro MR Event 2006 (more…)

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In this thought-provoking chat, Dan O’Donoghue tells Olaf Willoughby why the end of advertising agencies is nigh, why planners should return to their roots as consumer champions, and why researchers shouldn’t expect guidance from ad. agencies during this time of media flux

 STARRING 

• Dan O’Donoghue, Worldwide Strategic Planning Director, Publicis, and author, “Born in 1842 – A History of Advertising”
• Olaf Willoughby, The Willoughby Partnership (Host)

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In this, the first preview podcast for the upcoming European MR Event in London, John Kearon of BrainJuicer and his roundtable of marketing and business thought-leaders discuss the future of research.

 STARRING 

• Ed Keller, The Keller Fay Group, and co-author, The Influentials
• Prof. Patrick Barwise, LBS, and co-author, Simply Better
• Peter Fisk, The Foundation, and author, Marketing Genius
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about European Market Research Event in London (more…)

In this, the third of four preview podcasts ahead of ESOMAR Congress ‘06, one of the industry’s foremost entrepreneurs, John Kearon of BrainJuicer, speaks to one of the nation’s most accomplished serial entrepreneurs, Sahar Hashemi, co-founder of Coffee Republic and founder of new startup Skinny Candy. Sahar talks about ways to stimulate that all-important entrepreneurial spirit within all of us so as to cultivate innovative and fresh thinking

 STARRING 

• Sahar Hashemi, Coffee Republic, Skinny Candy, author of Anyone Can Do It
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about ESOMAR CONGRESS ‘06 (more…)

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Joseph Jaffe, the innovative marketing thinker, is the author of Life After the 30-second Spot in which he passionately argues for marketers and advertisers to embrace the more imaginative and engaging techniques in an era of media fragmentation and consumer generated media

 STARRING 

• Joseph Jaffe, Author, Life After the 30-second Spot and Founder, Jaffe Juice LLC
• Simon Andrews, Big Picture Ad. agency (Host)

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