John Laurence

Managing Director at HeadSpace Neuromarketing
Location:South Africa


John is MD of HeadSpace Neuromarketing and is an experienced marketer with over 15 years in the marketing and advertising industry. As well as having worked in marketing research, he has headed the marketing divisions of two blue-chip global brands in South Africa and has developed strategy for several well-known brands. Contact him on tel +27(0)83 230 8764 or email .
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How emotion affects advertising

You really have to be operating in the dark ages of marketing if you haven't cottoned on to the importance of emotion in marketing communication...

By John Laurence 25 May 2017

Brand trust - It's in the eyes

If you have seen any of the Planet of the Apes movies, you were probably amazed at how eerily human-like the apes are. Unlike some members of my family, they hold the remarkable ability to effectively communicate and display real emotion...

By John Laurence 3 Aug 2015

A stranger to your selfie

No, this is not about how men who take frequent selfies are more narcissistic and psychopathic (they apparently are, though)...

By John Laurence 24 Jul 2015

How do you boil a frog?

According to the classic anecdote - Very slowly...

By John Laurence 21 Jul 2015

Is there a rat in your underwear drawer?

Poor brand integration is one of the most common problems we find when testing TV ads with our EEG neuromarketing technology...

By John Laurence 19 Mar 2015

So you think you know brands?

Try this little exercise. Without peeking at a phone or laptop in your vicinity, draw an outline of the Apple logo...

By John Laurence 12 Mar 2015

Cocktail dresses, beer and brand perception

You've probably seen the popular meme on the internet of a picture of a cocktail dress with the question of the colour of the dress...

By John Laurence 6 Mar 2015

Why we need creativity

Creative agencies are tasked with finding new ways of attracting people's attention to marketing messages. It's a treadmill that will never stop...

By John Laurence 4 Apr 2014

Three important processes behind effective TV ads

At HeadSpace Neuromarketing we use EEG and eye tracking technology to measure a consumer's neural response to marketing communications. We believe in improving the effectiveness of an advertisement without damaging the creative concept behind it. Below are three common areas where we find television advertising can be made more effective.

By John Laurence 30 Jan 2013

Lousy intuition

Behavioral Economics is a scientific field that brings together psychology and economics, and makes much of the fact that humans have lousy intuition when it comes to statistics. It postulates that we are much more susceptible to using our emotional systems when estimating the likelihood of an outcome than good old logical reason.

By John Laurence 15 Jan 2013

Activating explicit, implicit memory encoding

A recent UCLA psychology study found that people often do not recall things they have seen hundreds of times. In the study, 54 people who worked in an office building were asked whether they knew of the location of their nearest fire extinguisher, but only 13 (24%) were able to correctly identify the location. But when asked to find a fire extinguisher, in other words to physically locate it, they were all able to do so quickly.

By John Laurence 4 Dec 2012

Considering conscious, unconscious cues

From preparing yourself in the morning and driving to work, to most activities throughout the day, your brain relies on fast and efficient automatic behaviours to minimise the effort of having to consciously weigh-up every decision that is encountered on a repetitive basis. How entrenched is your product in your consumer's habitual repertoire?

By John Laurence 27 Nov 2012

Creating strong brand memory maps

The brain is found to be far more "plastic" than previously thought, able to rewire itself after damage from a stroke or to strengthen neural connections or "maps" when learning, like memorising the dialogue of a play or learning to play the guitar. Brands map themselves in memory structures in a similar manner at various quality and quantity levels.

By John Laurence 22 Nov 2012

You are a unique individual - just like everyone else

In a passage borrowed from Columbia Business School professor, Sheen Inyengar's book, The Art of Choosing, she makes her point that although everyone believes they are unique, we are actually more alike than we think. Barnum Effect statements like this are often used by mentalists, fortune tellers and clairvoyants to make "accurate" predictions about their subjects. And I've seen them used in marketing research.

By John Laurence 18 Nov 2012

Lessons from Marge Simpson and casinos

In an episode of season 5 of The Simpsons cartoon, the townsfolk of Springfield decided to legalise gambling in order to boost the town's flagging coffers. Marge, the mom, develops a gambling addiction after putting a loose coin in a slot machine. She becomes permanently glued to the machines, feeding in coins in a zombie-like fashion and consequently neglecting her family, who proceed to stir up all sorts of unconstrained mayhem.

By John Laurence 16 Nov 2012

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