Episode Summary:

What’s really happening in the mind of your customer?

In this eye-opening episode of Marketers Unleashed, host Kathryn Strachan welcomes Dr. Simon Moore, a leading chartered psychologist and behavioral science expert, for a deep dive into the real psychology behind buying decisions. Whether you market to businesses or consumers, understanding how people think is your edge.

Simon reveals how three core brain systems—emotional, logical, and social—work together (and often against each other) to shape every choice. Learn why trust and risk are inseparable, how to decode your audience’s non-conscious needs, and why B2B buyers are just as emotionally driven as anyone shopping on Amazon.

This episode will change how you think about your audience—and how you market to them.

What You’ll Learn:

• The hidden decision-making systems shaping every purchase
• Why emotions beat logic (even in B2B)
• How risk tolerance, social belonging, and control drive behavior
• The truth about trust in marketing—and why friction isn’t always bad
• How to re-segment your audience based on psychological drivers
• Why most focus groups fail and what questions actually reveal buyer behavior

Who It’s For:
Marketers, strategists, and brand builders who want to go deeper than data and craft campaigns that connect on a human level.

Resources & Mentions:

Host: Kathryn Strachan

• Linkedin
• Kathryn Strachan's Book: Click Here

Guest: Dr. Simon Moore

• Linkedin