In an era built around creating automated efficiency, the ultimate competitive advantage isn't a better algorithm – it’s a deeper understanding of the human behind it.

On this episode of the Performance Marketing Unlocked podcast, behavioural psychologist Lea Karam, founder and CEO of Mindscope, exposes the invisible forces driving consumer decisions that your dashboard is currently missing, revealing how you can fill the gaps and future-proof your performance strategy.

For more of Lea, she will be taking the stage at PMW Unlocked 2026 from 3-4 March at the Business Design Centre in Islington, London – find out more and get your tickets here.

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(3:20) Bridging the gap between hard data and human psychology

(18:32) Which marketing trends are overrated or underrated?

(27:11) PMW's Resell Me a Pen Challenge

~ Further reading ~

‘GEO becomes a core capability for staying visible’: 17 marketers on how AI will change adland in 2026

An AI would never design Cannes Lions – and that should give us all some comfort

Riding the TikTok algorithm: with great power comes great responsibility

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