Human Understanding Lab Leaders
Pioneering brand leaders in marketing, comms and digital share their experiences on how deeper human understanding has helped their brands to gain an edge, across creative, customer value, messaging and performance. Real-life practical conversations around the impact of neuroscience on brand performance.
Unsniffed Potential: how scent creates memorable experiences
In this episode of Lab Leaders Faye Hawkins speaks to eminent neuroscientist Dr. Andy Myers about the power of scent and how smell can make a difference for brands. Andy has a wealth of experience in how we can use our senses to trigger emotions and we often hear about how neuroscience can be applied to marketing from a visual perspective. Rarely do we consider smell and how it can be used in our campaigns. Faye and Andy talk in depth about why scent is so important, how it can be applied to your brand and some of most interesting ways other brands have incorporated it into their marketing.
December 16, 2021
Unlocking Data Innovation in PR
In this episode, Faye Hawkins is joined by Caroline Coventry, who is a Director at Nelson Bostock, and by Dr. Simon Collister a Director at Human Understanding Lab. Between them they've got 35 years background in everything to do with PR and comms, social creative, and of course the new world of data science, neuroscience, and behavioural science. Throughout the conversation we discuss where PR meets data science and the world of opportunity that awaits. More specifically, how data-driven ways of informing creative and guiding execution in PR can be the future of effective, disruptive and human-led PR.
November 02, 2021
The Future of Social Media: creating a futureproof strategy for social success
Social media is a powerful tool, and many brands across both B2C and B2B have embraced this modern phenomenon. But not every brand has a solid, future-forward social strategy. This means they risk falling behind the times. Just like the algorithms that dictate the success of the content that circulates on these channels, the rules of engagement with these platforms are constantly changing: how audiences engage with and share content and how creativity is perceived and appreciated. Not to mention, with new and unique platforms emerging all the time, it has never been more crucial to keep up with social media. The next guest on our Lab Leaders podcast is Liv Wedderburn, social media lead from TMW UNLIMITED. We discuss the changing landscape of social media, how best to plan ahead and why human understanding can help produce a social strategy that stands the test of time. Get in touch with Liv to discuss the everchanging landscape of social media and, more importantly, how we can help you futureproof your strategy via firstname.lastname@example.org. Or reach out to our host, Faye Hawkins, at email@example.com.
September 29, 2021
Customer-Centric Marketing: putting the customer and data science at the heart of marketing
Product-led marketing is a thing of the past with more and more companies realising that in order to stay on top, the customer must come first. Our Lab Leader today, Dr. Stephen Welch, is joined by special guest Hazel Pitchers discussing how to transform your business using data science and human understanding to make customers the beating heart of marketing. Hazel has been in the industry for 20 years, most recently as CMO for AXA Investment Managers, re-vamping their global marketing vision and strategy. Steve is Managing Director at Realise UNLIMITED and has years of experience in using specialist data science techniques to revolutionise businesses. We discuss the simple notion that in order to be truly customer-led, you need to also be data-led. This begs the crucial question for marketeers: Do you consider yourself to truly be either? We explore how you can diagnose your data-readiness and customer centricity, as well as how to train your workforce to read and analyse customer data and shift operating behaviours. To find out more about this episode contact Steve at firstname.lastname@example.org and as always you can email our host, Faye Hawkins, at email@example.com.
August 31, 2021
Transforming the digital experience in health: the new opportunities for digital experiences
It’s been a year of change for many industries, but none more than health. The roll out of COVID-related apps has come thick and fast, but when dealing with the health of millions there’s pressure to deliver a class-leading experience without any errors. Our Lab Leader today is Ben Ireland, our Chief Experience Office, who is responsible for the delivery of digital experiences across our client base. Ben has been doing this for over 30 years, so knows a thing or two about translating human understanding into digital experiences that actually work. In this episode, we discuss the trends and opportunities for health in digital, how we can improve processes for a better digital experience and how we can approach the human understanding element in all of this. To get in touch with Ben or Faye about anything discussed in this episode, drop them an email at firstname.lastname@example.org or email@example.com.
July 15, 2021
Reinventing shopper research: the 'triple win' driving growth for retailers, brands and shoppers
Someone call the 90's and give their clipboard back - shopper research is ready for an overhaul! We talk to Lab Leader, Ivan Browne, Shopper Research Consultant who sets out the blueprint for category growth of up to 10%. With over 20 years in retail, OTC, DTC and shopper, Ivan presents his 'triple win' of retailer category growth, consumer shopper experience and brand advantage. Get in touch with Ivan for a chat around shopper behaviour and research at Ivan.Browne@walnutunlimited.com or to get in touch about the pod send a line to host Faye.Hawkins@unlimitedgroup.com
June 24, 2021
Sports fan segmentation: new data science techniques driving fan engagement
It's the busiest summer of sport in memory, with two years' events crammed into a few short months. How can sponsors, rights holders and sport brands get the cut-through they need amongst the noise? Our Lab Leaders Lee Gibbons, MD at Sport UNLIMITED and Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED, lift the lid on 'why fans are fans' in this episode and how they have used cutting-edge data science with social media data to unlock a new level of understanding for sports brands that helps to better engage the fanbase and drive greater commercial impact. Drop Lee.Gibbons@unlimitedgroup.com to discuss greater rigour in sport marketing, or Ian.Bobbett@realiseunlimited.com for all things data science. As ever, get in touch about the pod here with host firstname.lastname@example.org
June 23, 2021
The Acceleration of Procuretech
In this episode, host Sarah Shilling CMO, UNLIMITED is in conversation with leading Procurement Consultant Tina Fegent. With tech accelerating procurement, the importance of education and communication on the topic is increasingly important for brands and agencies alike. With the commercial back-drop being pushed to forefront of strategic decisions, Procurement now has a seat at the top table. They discuss the evolving role, tips for agencies and the rise of the latest craze that is Clubhouse. The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
March 09, 2021
A new, resilient, marketing ethos
Does the unthinkable provide a catalyst for opportunity? Host Sarah Shilling, CMO at UNLIMITED speaks with Duncan McRae, Chief Editor, Marketing Gazette, about how in the face of crisis brands can flourish if they have an acute awareness of their consumer needs, and how is this going to impact the agenda of marketeers throughout 2021? The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
March 01, 2021
What our retail and economic footprint looks like in 2021
In this episode, host Sarah Shilling, CMO at UNLIMITED is in conversation with Kevin Pratt, Editor, Forbes Advisor UK, around how the unthinkable has affected the economy, how our outlooks have changed and brand reactions forged. Some industries are embracing fluidity, and others are future-proofing their business models. What's the key to success and how will we prepare for unthinkable things like our real estate footprint that we leave behind? The Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
February 23, 2021
How nostalgia nudges through the power of neuroscience
We're living in 2021, but as we collectively reset to ‘not take things for granted’, nostalgia becomes more important and meaningful in our lives. With it comes opportunity for brands to win back lost customers, and connect with new ones in a nostalgic way. And for younger brands to create a sense of history that resonates emotionally. Host Sarah Shilling, CMO at UNLIMITED, looks at the science to explain how brands can use nostalgia and why it works, with expert perspectives from guests Dr Cristina Balanzo and Dr Andy Myers, both consumer neuroscientists from the human-wired agency Walnut UNLIMITED. This episode in the Unthinkable Marketing series helps CMOs and Comms Leaders to get deeper human understanding, to know consumers better than they know themselves right now - to think the unthinkable, course correct and drive new success for their brand.
February 10, 2021