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The Whole Marketer Ep105 - Decision Science with guest Phil Barden
19th September 2023 • The Marketing Society podcast • The Marketing Society podcast
00:00:00 00:37:04

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Episode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour.

Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.

Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Unilever, Diageo and T-Mobile before setting up the UK arm of Decode to leverage decision science to increase marketing effectiveness and brand growth.

In this episode he explains what we now understand about the process for making decisions, busts myths about subconscious purchase behaviour and how to get started if you’re a marketer new to decision science. Plus career highs and lows and advice for marketers.

This podcast is sponsored by Labyrinth Marketing 

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Phil Barden | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to