William Leach

William Leach

Founder / Mindstate Group Mindstate Group

Will Leach is the founder & CEO of Mindstate Group, a behavioral research and brand consultancy, and the author of the best-selling book Marketing to Mindstates.

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Why Static Personas Are Sabotaging Your Strategy (And What Behavioral Science Does About It)
Behavioral Insights Academy

Why Static Personas Are Sabotaging Your Strategy (And What Behavioral Science Does About It)

Static personas don’t reflect real people. Discover why modern marketing demands dynamic, context-driven insights—not outdated stock photo stereotypes...

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Why Behavioral Researchers Are Needed Now More Than Ever
Behavioral Insights Academy

Why Behavioral Researchers Are Needed Now More Than Ever

Why do brilliant insights fall flat? Often, it's the false assumption that people act rationally. Learn how behavioral research helps turn ideas into ...

Nudging in Slow Motion
Behavioral Insights Academy

Nudging in Slow Motion

Explore the hidden mechanics of micro decisions—rapid, unconscious choices that shape consumer behavior. Learn how to leverage them for marketing succ...

7 Projective Techniques for Discovering Hidden Customer Goals
Behavioral Insights Academy

7 Projective Techniques for Discovering Hidden Customer Goals

Explore the challenges of researchers to authentically capture the full voice of the customer to drive consumer-centric decisions in a complex landsca...

Beyond Surface Insight: How Behavioral AI Uncovers New, Deep Behavioral Insights for Market Researchers
Behavioral Insights Academy

Beyond Surface Insight: How Behavioral AI Uncovers New, Deep Behavioral Insights for Market Researchers

Explore how AI, LLMs, and NLP revolutionize market research. Uncover deep consumer insights and psyc...

Behavioral AI: Uncover Hidden Emotional Drivers of Consumer Behavior
Behavioral Insights Academy

Behavioral AI: Uncover Hidden Emotional Drivers of Consumer Behavior

Dive into the world of behavioral AI and unlock the potential of unused data. Gain valuable insights...

 The 5 Behavioral Forces Used to Build Consumer Empathy
Behavioral Insights Academy

The 5 Behavioral Forces Used to Build Consumer Empathy

Explore the five pivotal behavioral forces for building psychological empathy in your insights agend...

Five Ways to Make Your Behavioral Science Marketing Research More Actionable
Behavioral Insights Academy

Five Ways to Make Your Behavioral Science Marketing Research More Actionable

Discover the secrets to successful implementation through 25 years of behavioral science research, a...

Why You Should Attend IIEX Behavior 2023 Conference
Behavioral Insights Academy

Why You Should Attend IIEX Behavior 2023 Conference

Join the annual IIEX Behavior conference to explore the evolving world of consumer insights and harness the power of human connection in market resear...

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