This site has moved - please check www.ami.org.au for updated information





Wy red cars are faster

Insights into the modern consumer's decision-making landscape


Wednesday 27 March 2013

Every day consumers are required to make decisions about which products will best meet their needs, often with little information or expertise in the category. In these situations, consumers tend to develop their own unique rules for how to assess products.

Research in this area revolves around the concepts of heuristics and biases, and although sounding quite technical it can be of relevance to all marketers seeking to influence the decision-making process.

At this evening seminar, Paul Bowers, Managing Director of the research company  Blue Helix, will further explain some of the ways in which these consumer idiosyncrasies can be unearthed through market research and give examples of how they have been leveraged by his clients.

This seminar will cover:

  • How some of the unpredictability of consumer behaviour is a result of the self-made rules they apply and inherent biases they have when judging products and services.
  • How many of these idiosyncrasies are widespread throughout the population, but some are specific to the product or service category you are in.
  • Understanding the idiosyncratic ways consumers assess the products you are marketing  will allow you to not only design more appealing products, but also know how to promote products using the signals that consumers understand and respond to.
  • How to understand the reasons behind the movements of some of the metrics that are measured in brand and satisfaction research.

About the speaker

Paul Bowers started his career as a copywriter before moving into market research, where he has spent the past 13 years. He has degrees in business and psychology, and is completing a doctorate in consumer behaviour research aimed at more accurately defining and measuring the relationship between satisfaction and business outcomes such as retention, share of wallet and word of mouth.

As a researcher, he has spent thousands of hours talking with consumers about every aspect of the products and services they use. He uses this information to help businesses better understand and predict their customers’ behaviour.

Event details

The Alice Room, Cloudland, 641 Ann Street, Fortitude Valley. Click here for venue directions and parking information

5.45 PM Registration and networking
6.15 PM Presentation
7.00 PM Event concludes

Registration (inc GST):
AMI Members: $40
CPM Members: $35
Student Member: $30
Non-Members: $60

RSVP date: Monday 25 March 2013

Inquiries: events@ami.org.au

Back to Queensland event calendar

Insert image here

This event qualifies for one hour of professional development under the AMI's Certified Practising Marketer program.


Online registrations – To be added soon. Individual bookings only. For two or more people, please use the group booking PDF form

Don't have a log-on? Create one now!

Group Bookings or Request an Invoice

For group bookings or to request an invoice for payment please complete the PDF registration form:

Registration details, or if you are experiencing difficulties booking online please contact:

MAIL: Australian Marketing Institute
PO Box 5295, Sydney, NSW 2001

FAX: 1300 131 468

TEL: 1300 737 445

EMAIL: events@ami.org.au

Cancellation Policy: If you are unable to attend, a substitute delegate is always welcome at no extra charge. Alternatively, a refund (less a service charge) will be made for cancellations in writing (letter or fax) up to two weeks prior to the event. Please note that the AMI has the right to cancel the event with a full refund.

Privacy: The Australian Marketing Institute and its event organisers collect information about you when you complete and submit the registration form in order to improve future services to you. By completing the registration form you consent to using information supplied for this purpose. If you prefer the AMI to not access your information, please contact us.

Read our Privacy Policy

Forgot your password?
Quick Links
National Sponsors

2009 Australian Marketing Institute