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Enhancing customer experiences by understanding how your customers REALLY think


22 November 2017
Cape Town

Understanding your customer’s emotional reactions is the first step toward creating experiences that are meaningful, relevant, and successful in connecting with the customer.

Attend the one day Neuromarketing seminar where you will gain insight into how to boost engagement and profitability!

Over the last 3 years advances in the fields of Neuroscience, specifically Neuromarketing, has yielded a host of findings which defy our intuitive understandings of consumer behaviour. If you want useful, practical advice on understanding customers and enhancing the customer experience, want to build a stronger brand, enhance advertising precision or simply need insight as to how behaviour change occurs, this is a seminar for you! Neuromarketing has evolved substantially into a marketing practice that delivers accurate and scientific results. The intersection of neuroscience applications for marketing makes it possible to cultivate more accurate, personalised marketing strategies for business. At the intersection of economics, neuroscience, consumer behaviour and cognitive psychology, neuromarketing focuses on the emotions in human decision making and uses this information to make marketing efforts more effective. Neuromarketing information is applied in product design, pricing and promotion, store designs and to improve customer experiences as a whole. Based on the rationale that human decision making is not a conscious process but rather an emotional process in which the brain uses short cuts to hasten decision making.

This fascinating science and powerful tool takes us to a world of infinite opportunities, where you can uncover the hidden triggers of consumers purchasing behaviour.

The field of neuromarketing may be a new terrain for a lot of marketers, but here is a great platform that will help you understand the principles and science behind it and how these latest findings can impact YOUR brand and conversion rate. Why attend?

  • Hear the latest thinking of how marketing efficiency can be improved through satisfying the customer’s senses, emotions, memory and conscience.
  • Gain an understanding of how neuromarketing can make an impact on current marketing activities and future strategies
  • Walk away with practical applications of neuromarketing
  • Learn how leading organisations are using these insights to create more effective campaigns and get to the “buy button “in your customers brain
  • Be exposed to the latest technologies and techniques in neuromarketing that can determine customer decision making processes.
  • Be inspired and challenged with fresh thinking, interesting findings and real concepts that you can use immediately with good effect.
  • Connect, share and network with other marketers.

Who Should Attend

  • Marketers
  • Brand managers
  • Advertisers
  • Market researchers
  • Consumer insight managers
  • Product managers
  • Sales managers

Here is what past attendees of this event thought!

‘’An excellent day, very worthwhile’’ – Carl, The Foschini Group
“Brilliant and very inspiring” – Nicoletta, I&J
‘’Very well presented’’ – Bronwyn, Liberty
‘’All very informative!’’ – Brett, Film Works


Contact Debbie Atwell+27 83 651 1664 or






Welcoming & Introduction


The science of emotional buying and what marketers can do about it

John Laurence, Managing Director, HeadSpace Neuromarketing


Neuroscience for improving the total customer experience

Ian Rheeder, Owner, Markitects

10:15 – 10:45 Morning Break

10:45 – 11:30

Neuromarketing in action: Consumer Neuroscience techniques and technologies

Mark Drummond, Director, Neural Sense

11:30- 12:15

The Attention Economy:  make your brand stand out in a crowd

Dr David Rosenstein, Director, Neural Sense


Decision making fatigue and Neuromarketing

Annemi Oliver, Director, eQ and Chairman, Neuromarketing Association of SA (NMASA)

13:00 - 14:00 Lunch

14:00 – 14:45

Today’s role of Neuromarketing in marketing research

Professor Pierre Joubert, Head: Behavioural and Communication Research Division, Bureau of Market Research (BMR), UNISA

14:45- 14:50 Afternoon Break

14:50 - 15:30

From hunches to hypotheses - The rise of evidence-based design in big business

David Perrott, Director, Gravity Ideas

15:30 - 15:45

Wrap Up – Grab A Coffee and Snack Before Heading Out


Ian Rheeder, Owner, Markitects: Chartered Marketer, MSc
To answer the central theme: ‘What makes a marketer successful?’ Ian draws on 30-years of practical marketing experience and an obsession with studying neuroscience. His previous corporate position was marketing & sales director of the global zipper giant, YKK. He regularly facilitates CUSP® at the Gordon Institute of Business Science (GIBS). He is a Chartered Marketer and holds an MSc in Persuasion Science (cum laude). He has consulted in most industries and is currently completing his PhD in The Neuroscience of Persuasion. Besides all that, Ian was nominated in 2010 as the Johannesburg Chapter President of the Professional Speakers Association, voted as the best speaker at International Marketing Conferences in 2009 and 2012, founding member of The Marketing Association of South Africa, and has published dozens of Marketing Management articles.
John Laurence, Managing Director, HeadSpace Neuromarketing
John is the MD of the agency, HeadSpace Neuromarketing, which uses advanced technology to provide biometric markers of consumer response to marketing. The Johannesburg-based firm uses ground-breaking scientific technique to examine behaviour driven by neural processes that occur below the level of consciousness as well as insight and guidance for planning and strategy and has worked with some of the biggest brands in the country. He is experienced in all facets of communication; having spent 20 years in advertising, marketing and research and held senior marketing roles in companies such as Honda and Toyota.
Dr David Rosenstein, Director, Neural Sense
Dr. David Rosenstein comes from a background in Clinical Psychology and has vast knowledge in the field of Neuroscience. He has also completed his PhD in Psychiatry in a clinical neuroscience study, where he tested his hypotheses using neuroimaging (fMRI), neurocognitive and genetic methods. He is the co-founder and scientific backbone of Neural Sense™ and ensures that all of their projects are both scientifically and ethically sound. His deep understanding of the human brain provides valuable insight into the inner workings of the subconscious
Mark Drummond, Director, Neural Sense
Mark Drummond is the other co-founder of Neural Sense™, the consumer neuroscience consultancy that uses cutting edge neuroscience in market research to optimize the full marketing mix and improve ROI. After spending a decade working in advertising for agencies like Ogilvy and M&C Saatchi Abel, he now applies this experience, together with his Business Science Marketing Honours degree and an MBA, in the application of neuromarketing to help brands understand what’s really going on in the hearts and minds of their consumers
David Perrott Director, Gravity Ideas
David is fascinated with behavioural economics and social psychology and spends his time trying to get organisations interested in these fields too. He does this through a company he co-founded in 2013, called Gravity Ideas, which is oriented around applying the learning’s from behavioural economics and social psychology to the humancentered business challenges that companies and social institutions face. Most of the work have been in the financial space, with companies such as Allan Gray, Capitec and Southern Charter, but they’ve also done work with the Western Cape Government and non-profits such as the Big Issue. David also lectures postgraduate students on the basics of behavioural economics and run both corporate and public workshops on the subject too.
Annemi Olivier, Director, eQ and Chairman, Neuromarketing Association of SA (NMASA)
Annemi Olivier, Director, eQ and Chairman, Neuromarketing Association of SA (NMASA) Annemi is a marketing executive with more than 20 years’ experience in the field. She specialises in marketing, communication, CRM, strategy & execution. She has headed up departments for well-known corporates, worked as Crew Relationship Manager at South African Airways as well as being tasked with the responsibility for the strategic and corporate marketing portfolio at Vodacom where her team was awarded the CEO award. Annemi has completed various degrees, including an Honours degree in Psychology with a main interest in Psychopathology, accompanied by a BA in Human Science, and in 2016 received her Master’s in Business Leadership, specialising in the psychology of marketing and brands, through UNISA SBL. Annemi was the Head of Marketing for FinGlobal. She is currently the Chairman of the Neuromarketing Association of South Africa and Director at eQ. This company’s twin specialist fields allow her to combine her knowledge of marketing and communication with her passion for neuromarketing.

Sponsors and Exhibitors

Would you like the opportunity to market your company’s products and services to delegates at this seminar?

For information on sponsorships and exhibitions please contactDebbie Atwell+27 83 651 1664 or

  Price Excl. VAT
One-day seminar: 22 November 2017 R3 850 (excl. VAT)

Please note:

  • Payment must be received prior to attendance
  • Registration fees include refreshments, lunch, parking and seminar materials
SETA grants and accreditation requirements

Many of our delegates enquire about the accreditation of our events. There is a misconception that organisations qualify for SETA grants only for accredited programmes. This is not correct. The payment of SETA grants is regulated by the Government Gazette, no. 9867, Vol. 570, 3 December 2012, no. 35940. These Regulations clearly state that the SETAs “must allocate a mandatory grant to a levy paying employer” that has submitted a WSP and ATR by the regulated date, has provided all the information required in the regulated template, and is up to date with skills levy payments. Furthermore, the template in the Regulations (Section C: Skills Development) allows employers to include ALL planned training in the report; not only accredited programmes.



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Here is what past attendees of this event thought!

‘’An excellent day, very worthwhile’’ – Carl, The Foschini Group
“Brilliant and very inspiring” – Nicoletta, I&J
‘’Very well presented’’ – Bronwyn, Liberty
‘’All very informative!’’ – Brett, Film Works


  • Register for 3 people and the 4th person attends free of charge!
  • Special discount for registered NPO’s, small businesses (30 or less employees) & full-time lecturers at universities – contact us for more information!


For more information and to book your seat Contact Debbie Atwell+27 83 651 1664 or


To book your seat contact Magdeline Matlatse  on +2711 706 6009 or

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