NeuroMarketing is the fastest-growing method in marketing today, and with experts making frequent pitstops in Kyiv, we thought perhaps it time to get hooked up and examine the hype.
The next big event is care of MindIt, with Nikolaos Dimitriadis – a neuroscientist with a rather distinct sense of humour. Touted as one of a top neuromarketers in his field, he says the initial idea that “marketing is as much a science as it is art” is “pure BS”! Rather, “Neuroscience is revolutionsing the way we understand behaviour: what drives us, what scares, us, what messages we really pay attention to, and what we focus on, all of which is driven by our subconscious rather than our conscious,” says Dimitriadis. “And behaviour is what marketing is all about.”
For decades, he reveals, marketers have been applying an incomplete and mostly wrong model of customer behaviour, resulting in huge amounts of money wasted. If actively choose the idea that science and predictability wins out when developing methodologies, then we are able to become that much more aware of what is happening in the human brain which helps to read our unconscious response to brands.
But marketing aside, Dimitriadis says what he is bringing to Kyiv is “definitely applicable to all aspects of life”. “Parenting, education, social relations, self-development: everything we are and everything we do comes from our brain. It is so simple.”
Though there are maladaptive behaviours we as humans engage in, “usually deeply hardwired habits that have been developed a long time ago and have proven repetitively successful for a number of years”, your brain has already devised the best strategy for you to acquire exactly what you need when you need it. You may find it difficult to adapt quickly to the new situation, says Dimitriadis, however “you just need to listen to your brain more closely!”
NeuroTools with Dr Nikolaos Dimitriadis
18 June at 19.00
Coworking Platforma (Belomorska 1a)
It’s no secret that Kyiv is in need of urbanisation. The existing system of payment for things like city transportation is out-of-date and has many disadvantages. This is something that our Verkhovna Rada has also acknowledged and on 17 January 2017, a law covering the introduction of electronic tickets for public transport was adopted. The […]
Fog Lavender is the third album from Kyiv-based music project Blooms Corda. Their debut, Monodance was released in 2015, with follow-up Gigotosia (meaning ‘the grass is always greener on the other side’) dropping in 2016. In what has become tradition for the group, they first present their new music in live format, then post tracks […]
Looking for a traditional gift to wow your friends back home? We have something that will knock their socks off – and you’ll have just the gift to replace them! Just in time for that bone-chilling Ukrainian winter season, why not pick up a pair of Carpathian wool socks? Featuring traditional designs and wonderful, warm […]
Superstitions – in and of themselves – are not inherently bad. They can give a culture a layered richness that defines it as unique from all others. However, not all superstitions are cute or quirky. In Ukraine, perhaps the most annoying are the Soviet-era health myths. Go ahead – ask your Ukrainian friends how they […]