The next step: behavioural marketing that converts

The extraordinary Brexit and US election results surprised many worldwide. The commonly held belief was that people would vote based on who they were. But the reality was they voted, or not, according to their mind-set or how they felt. Traditional demographic or attitudinal forecasting failed, and no one really understood which stimuli would drive the final decision.
The same is true of marketing. Shopping decisions are driven by behaviour drawn from a tapestry of past experiences, cu