CHICKENS or POKER PLAYERS or… – which of these are your clients? Do you really prepare to reach them all?

Have you known that a customer’s decision of choosing your product or service happens only in 2.5 seconds? Business can find this valuable information about their customers because of… neuromarketing. Furthermore, knowing it and using this knowledge, we can create more accurate marketing message, we can deal with obstacles such us ad blockers or overcrowded media/news. Of course, there are some sceptics, who ask about the proof statement. And, again, before I will give you some example, let me share with you a fact, that Coca Cola not only uses neuromarketing but has its own in-house neuroscience lab. They can test their ads and decide what can work for them the most. Really clever.

If you agree that:

“neuromarketing is based on the transposition into marketing of the studies carried out by neuroscience in the medical domain, which are based on knowledge and techniques aimed at understanding the brain’s decision-making methods.”[1]

you will enthusiastically read about the factor, which you should consider, regarding to psychographics characteristics of your target group.


Vincent Walsh, professor of human brain research at University College London, after 5 years of figuring out how to translate what we know about the brain’s function into improvements of understanding human behaviour, gave us some light on the theory behind decision-making.

There are 3 categories of decision-maker:

GUNSLINGERS – fast decision-makers;

CHICKENS – people, who push their decision-making to the limits;

POKER PLAYERS – probabilistic decision-makers.

What do you think, how you can use this knowledge preparing a marketing campaign? And, let me be more curious, do you know, which of these decision-makers are your ideal clients? Do you agree, that knowing it precisely, you can improve your selling model and your effectiveness of marketing activities?

Finally, because I always deliver what I promise, I will give two examples about increasing sales via neurosciences:

PayPal (Ebay’s division) discovered, through neuromarketing, that commercials focusing on USPs such as speed and convenience triggered a significantly higher response in the brain compared to promoting functions such as safety and security.

And from DM2 Agency portfolio: we implemented changes into packaging design for mineral water, brand of Gerolsteiner – leading German mineral water firm, and it doubled customers’ loyalty and had a huge impact on sales results. Following unconscious mind decisions why customers fear to be loyal to product, which they love – we brought to light that people had a problem to throw out or recycle a plastic bottle with… a saint symbol. Even if they do not articulate their religious engagement. They bought the other brand of mineral water to avoid kind of moral dilemma.

The way why customers do what they do is extremely fascinating and creating effective campaigns is more challengeable nowadays. I am sure that by absorbing knowledge about types of decision-makers, we can achieve utterly efficient marketing, selling and customer service standards.

Sources including Sands Research

[1] P.M.Georges, A. Bayle-Tourtoulou, M. Badoc, Neuromarketing in Action: How to Talk and Sell to the Brain, 2014







About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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