IPA Eff Fest - Nick Southgate

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Nick Southgate gave a presentation at the IPA Eff Fest on taking a behavioral understanding approach to improve creative work. He discussed how people have two modes of thinking - a fast, automatic mode and a slower, deliberate mode. Southgate also covered how disruptive creative can be when it combines craft with science, and thanked the audience at the end of his presentation.

Business Technologie

From Behavioural Understanding to Better Creative

15th October 2013, IPA Eff Fest
Nick Southgate

NICK SOUTHGATE
PLANNING &
RESEARCH

Taking the easy route

NICK
SOUTHGATE
CONSULTANCY

Two modes of thinking – Fast & Slow

LEFT
left

upper
lower
LOWER

right
RIGHT
RIGHT
left

LEFT
right

upper
UPPER
lower
LOWER
upper
NICK
SOUTHGATE
CONSULTANCY

Are you paying attention?

NICK
SOUTHGATE
CONSULTANCY

The investigation of not thinking

NICK
SOUTHGATE
CONSULTANCY

Asking for thinking is easy

This ad has engaged
both my emotional
and rational needs in
the haircare
category. Thank God!

NICK
SOUTHGATE
CONSULTANCY

The Automatic Envelope

NICK
SOUTHGATE
CONSULTANCY

How disruptive?

Ikea – ‘Chuck out the Chintz’ 1996
NICK
SOUTHGATE
CONSULTANCY

Craft meets Science

NICK
SOUTHGATE
CONSULTANCY

Thank You

NICK SOUTHGATE
PLANNING &
RESEARCH

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