"Psychology-led Marketing is a process by which marketers use psychology, human dynamics and emotional intelligence to improve marketing performance. When used in conjunction with data driven marketing it can be a powerful tool for improved data analysis, data interpretation and decision making. It can also be utilised for creative and design purposes.

Evidence suggests our beliefs and behaviours are influenced by a multitude of factors. These factors can be biological, emotional, societal, cultural or developmental, and they shape our personalities and the way we perceive and respond to stimulus. More accurately interpreting and foreseeing customer response, enables marketers the ability to shape and adapt marketing strategies, campaigns and messaging, to create a more positive and effective result. 

The Psychology-led Marketing approach involves reviewing and refining each component of the marketing process. The application of in-depth customer analysis is used throughout the marketing process but in particular around customer profiling, marketing messaging and data interpretation.

Understanding and pre-empting customer beliefs and behaviours allows marketers to refine communication strategies with more effective visual design and language.

Ultimately, the goal is to use insight and findings from the psychological and emotional intelligence field to better understand what the customer wants and desires, and to then communicate more effectively with that customer."

Hannah Cook