April 2-3, 2019

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Why Don’t They…? Using Narrative Economics to Better Understand People

Room 1 | 4:15-4:45 | Tuesday, April 2, 2019

How you think about, interact and communicate with customers is based on the premise that you know who they are and how they make choices. However, traditional ways of looking at customers tend not to incorporate the role of tribalism or how people self-define which directly impacts human behavior and decision-making. What may appear to be illogical behavior to an outsider may be behavior that is in sync with a group’s values and goals.

Narrative economics provides a different way of listening and gaining insights into how your customers perceive themselves, what is important to them and how they make decisions. This session will provide ways you can use narrative economics to help you better understand who your customers are and what they want.

Presentation type:

  • Best Practice Workshop


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