Memahami Konsumen: It’s Always about THE WHY | Marketin Talks with Ignatius Untung

“Does BEHAVIORAL SCIENCE even have a correlation with marketing?”

It’s totally normal if this question pops into your head, and to answer it… actually, yes, it does! And that’s the fascinating discussion you’ll hear in this video!

Most of the time, behavioral science itu nyaris selalu dikaitin sama ilmu psikologi. Padahal faktanya, behavioral science ini tuh lebih kayak gabungan atas banyak ilmu—bukan cuma psikologi, tapi juga sosiologi, antropologi, biologi, dan lain sebagainya—buat lebih memahami perilaku manusia.

Dan kenapa memahami perilaku manusia itu penting? Ya karena… as marketers, we can’t just memorize formulas or strategies. Alih-alih, kita perlu memahami perilaku manusia a.k.a konsumen, PLUS… the reason why manusia berperilaku seperti itu.

And that’s what BEHAVIORAL SCIENCE provides.

Well, di Marketin Talks kali ini, kami pun udah membahas hal ini lebih lanjut barengan seorang behavioral marketing enthusiast dengan pengalaman marketing lintas industri for almost 24 years—the one and only: Ignatius Untung. Curious about our talk?! Just check out this video and… ENJOY!

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🔖 Chapters

00:00 – Intro
02:30 – Ignatius Untung: The Behavioral Marketing Enthusiast
07:13 – Why Choose Marketing?
09:25 – Why Survive in This Field?
10:18 – Remembering His Memorable Experience
11:45 – Understanding Subjectivity in Marketing
13:46 – The Trigger That Led Him to Learn Behavioral Science
17:42 – Understanding Behavioral Science
19:02 – 3 Important Things in Most Aspects of Life
22:43 – Behavioral Science in Marketing
28:49 – The IKEA Effect
31:23 – The Nudge Theory
34:42 – The Simple Framework of Behavioral Science
35:17 – Understanding How People Think
41:34 – The What vs. The Why
45:24 – Understanding the Biases of Marketers
50:22 – Dear Marketers: The Rule of Creativity is No Rule

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A big APPRECIATION to everyone for watching this. See you in our next videos! Stay informed. Stay agile. 🔥