In an increasingly complex and competitive economic system, a better understanding of customers' minds can be the key to making winning business choices. Through the study of their behaviors, it is possible to understand and predict even the most seemingly illogical and irrational decisions that often overwhelm companies. In practise by most of the world’s Fortune 500 companies – everyone from Google, to Uber, and major financial institutions have been implementing behavioral economics, to know why and how people make the choices they do, helping create safer and more effective strategies.
 
But how can you "scientifically" understand your consumers? How to make the decision-making process a predictable science? And how to translate it into more effective strategies?
 
Shannon O’Malley, a pioneer in the field of Applied Behavioral Science, will discuss the fundamentals of Behavioral Economics (BE) why it matters to business leaders, and more importantly how it can be applied to improve customer outcomes. Armed with these powerful insights, attendees can innovatively and successfully tackle very complex challenges from marketing to operations. In particular, participants will have the opportunity to deepen the following aspects:

• BE in practice: principles and success stories
• the common psychological drivers and barriers of consumer decision-making
• the key elements of consumer decision-making and a model for interpreting them
• better understand their customers and develop new solutions to “nudge” their behavior for the better.