In this episode, Dr. Simon Moore joins host María Roa. Simon is a Chartered Business and Consumer Psychologist and CEO of the award-winning psychology strategy consultancy, Innovationbubble. Simon and his psychology team have advised well-known global brands such as FedEx, Pfizer, Microsoft, Sony, Aviva, Ericcson, Sony Music, Virgin Atlantic, and Bupa about understanding human decision-making, behavior, and decisions.

Dr. Simon Moore is also an author and regularly presents at international conferences on employing psychological science to help brands develop more robust employee/consumer understanding and brand relevance. Simon enjoys inspiring and challenging audiences into new ways of thinking and has acted as an advisor to the UK and US governments. He regularly appears on TV, radio, and in the press, discussing organizational/brand psychology and behavioral intervention.

Simon shares how he thinks psychology can serve businesses and work to create more engagement, and impact, in addition to differentiating their clients within their particular industries.

Simon discusses how he uses psychological insights and methodologies to unpick a lot of issues that businesses face around purchase engagement and loyalty.

María Roa asks Dr. Simon Moore, what are the biggest challenges many organizations have when they are missing these psychological components. This leads to a discussion on the topic of emotions driving our decisions, and how does this affect the buying cycles and customer acquisition costs for organizations?

Dr. Moore discussed how some people might feel data-saturated and how they have multiple audiences when he speaks with many executives at companies. They have an internal audience and the external audience. The critical question Simon offers is what keeps them awake at night. He shares why people do things a certain way and why employees leave. Other questions include why employees demand a pay rise when they haven't met their objectives. Why do customers say one thing and do another? People have lots of data on the ‘how’ and the ‘what.’

Where the data may not help is why something happened and what is likely to occur in the future. Simon offers insights on how a company may approach someone who is a ‘planner’ and different views on the four main archetypes, ultimately helping companies understand how their customers see things. Dr. Moore discusses how similar people in these four groupings need to be managed differently from an international perspective and how communicating your message in a culture or country can significantly differ when measured against these archetypes.

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