Webinars
Marketing Science Intensive: How to Use The “4 Minds” Framework of Customer Decision Making for Business Impact
Marketing Science Intensive featuring Ryan Hamilton
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many make contradictory predictions, and are difficult to understand and implement. In this intensive, Ryan Hamilton will teach attendees a practical tool for understanding and applying the science of decision making. The “4 Minds” framework will help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers. Participants will learn about four customer mindsets—Ideal Point, Market Comparison, Local Comparison, and Image—and how each leads to very different customer outcomes and behaviors. Through examples and hands on exercises, Ryan will discuss how the 4 Minds framework can be applied in segmentation, targeting, positioning, and persuasion in B2C and B2B contexts. In an interactive discussion, he will invite participants to share specific marketing problems and will discuss how the framework might be applied to better anticipate needs and serve customers.
Pre event – January 15: Pre reads and preparation exercises sent out to attendees one week before the event.
| 12:45 p.m. | Workshop room opens |
| 1:00 – 1:15 | Kickoff and Introduction |
| 1:15 – 2:15 | Presentation, discussion, and hands on exercises |
| 2:15 – 2:30 | Questions, takeaways, and wrap up |
| 2:30 | Session ends. Post event Q&A |