In this latest episode of our Connecting the Dots podcast series, we chat to Dr Simon Moore, CEO at InnovationBubble, an insights and behavioural consultancy firm for the finance industry built by a team of psychologists.
As such, Simon gives us some excellent ways in which financial services companies can best connect with their clients, helping them to ‘find out the whys’ and to sustain loyalty through psychological means. Simon gives us a rundown of how he made the journey from an animal behavioural therapist (studying dolphin behaviour in Cuba!) to a brand psychologist.
Using helpful analogies along the way, from assembling Ikea furniture to waiting for the bus to booking a holiday, Simon outlines how firms need to market to three different psychological personalities which we all inherit, and how brands needs to adhere to a universal security and control complex. Through explaining how 70% of our decisions are made due to rapid cognitive bias, firms need to adjust their marketing accordingly, whilst also avoiding segmentation which he believes companies lazily rely on to choose personas.
Elsewhere, we discuss how automation can both subtract from creating a connection but also facilitate it, as well as some of Simon’s bug-bears and his useful advice on where to discover more about behavioural psychology online.