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.
