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The MSIX 6: Dr Kerstin Oberprieler – ‘How can we use marketing science to create a more ethical, sustainable, and kind world?’
The Marketing Science Ideas Xchange (MSIX) returns to Sydney next week. Guest speaker Dr Kerstin Oberprieler will take to the stage to discuss behavioural science and will zoom in on play and gamification.
Taking place from 4 -5 September at Ovolo Woolloomooloo, the Marketing Science Ideas Xchange (MSIX) will hear from a range of industry leaders, including Dr Kerstin Oberprieler.
We sat down with her to chat all about it.
What is the role of marketing science in what you do?
I use behavioural science to deliver innovative solutions to influence and shift consumer behaviour, aiming to drive meaningful change in various sectors, including ethical marketing, sustainability, and social impact.
Marketing science plays an important role in crafting campaigns that effectively change behaviour, boost awareness, educate, and shift perceptions. By applying principles from behavioural science, I design strategies that target the psychological drivers behind consumer decisions. Whether it’s promoting sustainability, raising awareness for social causes, or changing public perceptions, marketing science is about creating data-driven, impactful campaigns that resonate deeply with the target audience and lead to measurable, positive changes in behaviour and attitudes.
What makes effective marketing?
Effective marketing is a blend of understanding human behaviour, targeting motivations, and delivering messages that resonate on an emotional level. It’s about creating value and engaging customers through evidence-based strategies that influence their decision-making process.
What is the role of creativity in marketing?
Creativity is essential in marketing as it differentiates brands, captures attention, and fosters emotional connections. It’s about designing compelling narratives and unique experiences that motivate action and build lasting behaviour change with consumers.
What will you be speaking about at MSIX?
I’ll be speaking about behavioural science and zooming in on play and gamification, exploring how these approaches can drive behavioural change in various contexts, from corporate, to personal, to community projects. I’ll be sharing loads of examples of how this approach is used and some useful methods to apply gamification thinking to your next project.
What questions would you like answered at MSIX?
How can we use marketing science to create a more ethical, sustainable, and kind world? Specifically, I’m curious about the intersection of behavioural design and communication strategies that not only drive success but also contribute to societal good. How can we balance profitability with purpose?
If you were attending the MSIX workshops, what would you work on?
I would focus on how to create a more ethical and environmentally sustainable world through innovative marketing strategies. This includes exploring how gamification and behavioural science can be leveraged to shift consumer habits towards sustainability, and how businesses can embed ethical considerations into their core marketing strategies to drive long-term change.
The Marketing Science Ideas Xchange (MSIX) takes place 4-5 September 2024 at Ovolo Woolloomooloo. Get your tickets here.
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