Sara Garcia’s 38 year career has been based on a fascination for why people do what they do and how that learning can be used for commercial advantage. She has built research companies in the UK and Australia, had an impact on the global development of brands such as Nike, Guinness and Panadol, provided strategic and tactical input during the Coles turnaround and used semiotic analysis to help Nutella to double digit growth in successive years. She has a passion for training, an insatiable curiosity and a belief that if it’s not fun, you’re not doing it properly.
Life’s too short to sit around making perfect decisions. If we did, our species would have died out long ago trying to work out what to have for lunch. Instead, good enough is good enough. Behavioural economics gives us guidelines as to how decisions are really made, using heuristics and biases. In essence, people are programmed to do what is easy and provides emotional reward. This has huge implications for research design and analysis. We need to separate the drivers and triggers from post-rationalisation in order to understand motivations for behaviour.
Come and learn about B.E, how to use it and play the Biases Team Game to win a Very Small Prize.