Customer Insights: Schedule
Day One:
“Extracting Customer Insights”: taught by UC Berkeley’s Eduardo Andrade. Using experimentation participants will learn how to extract valid information about consumers’ motives and preferences.
“Promoting Behavioral Change”: Eduardo Andrade describes key ingredients of behavioral change and proposes an activity to help participants experimentally test their ideas on context of relevance to them.
Workshop at FrogDesign: FrogDesign is a global innovation firm that helps the world’s leading companies create and bring to market meaningful products, services and experiences. Participants will participate in the ThinkUp Workshop designed to aid in the development of fresh ideas, new perspectives on tough problems and the creation of team alignment.
Day Two:
“Insights from the Brain” Taught by UC Berkeley’s Bob Knight, participants will take a look at the brain, and its relationship to our daily motives, feelings, and decision processes.
“NeuroMarketing: Facts & Myths” Bob Knight shares what the brain can really tell marketing leaders about consumer preferences.
Site visit to Neurofocus: Neurofoucs is the market leader in bringing neuroscience expertise to advertising, branding, product development and packaging and entertainment. The company brings world-class experts in neuroscience to develop better methods to understanding consumer thought, emotion and behavior.
Day Three:
A rare opportunity to learn from New York times bestseller and industry expert, Dan Ariely. Dan introduces behavioral economics and facilitates an activity on how to use behavioral economics for better product design.
Afternoon discussion covers “Self Control, Motivation at Work and the Psychology of Money” and includes an activity where Dan works with participants in taking one idea forward. Participants will work together in trying to figure out the details on one idea and developing it fully.
