Tapping the Consumer Subconscious

How can brands get to grips with their customers’ subconscious behaviour – and why do they need to? Christian Ward talks to CEO of Neuro-Insight Shazia Ginai and Kate Johnson, Stylus’ senior editor of Technology and Consumer Attitudes about the gap between perceived and actual behaviour, the importance of storytelling in prompting action and the ethics of tapping into the consumer subconscious.