Mehdi Bouhassoune

Behavioural Researcher & Author

Mehdi Bouhassoune

Mehdi Bouhassoune is a behavioural researcher and author who helps marketers think like scientists. He wrote Why Did You Buy That Drink? (Penguin Random House), endorsed by Rory Sutherland, Adam Alter and Jonah Berger. He’s worked at YouGov and Euromonitor International and has guest lectured in marketing at ESSEC and NUS. He has appeared on the U.K.’s leading marketing podcast, Nudge, and presented at Publicis and Ogilvy.

Sessions

How to Apply Scientific Thinking to Marketing

When AI does the doing, marketers need to do the thinking. This hands-on workshop gives marketers and decision makers practical tools to assess cause and effect, avoid common thinking errors and design experiments even without budgets. Working with brands from the room, you'll apply a framework for investigating marketing phenomena and build consensus in your organisation.

Keu Takeaways:

1. Assess cause and effect with logical arguments, not gut feel or correlation

2. Design credible experiments even without a budget

3. Use one framework to investigate marketing phenomena and build team consensus

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