Q&A: Behavioral Science-Based Marketing

Taking a sneak peek at the keynote from Path to Purchase Live: The Digital Experience (Nov. 2-4).
Tim Binder
Executive Editor
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a man wearing a suit and tie smiling and looking at the camera
David Allison, Founder, The Valuegraphics Project

David Allison, founder of Vancouver, British Columbia-based The Valuegraphics Project, will deliver the keynote address at Path to Purchase Live: The Digital Experience, taking place Nov. 2-4, 2021.

Acknowledging travel restrictions and fluctuating effects of the pandemic, the Path to Purchase Institute has transformed the event plan into an enhanced, multifaceted virtual offering that allows the audience to attend safely, and remotely, without sacrificing opportunities to interact and exchange ideas.

The event will feature a curated lineup of conference sessions, as well as access to a bonus content library, interactive chat features, breakout sessions and live Q&A opportunities with event speakers and thought leaders.

In part one of a Q&A interview published on in August, Allison discussed behavorial science and his status as a consumer behavior expert. He helps organizations understand the behaviors of their consumers by using behavioral science techniques and a data set he’s built so his client companies can engage with consumers better, or more specifically.

“We’ve built the world’s very first database of what everybody on the planet cares about,” Allison said in part one. “We’ve done 600,000 surveys around the world — more than half a million surveys — and we’ve measured what their values are, what their wants and needs and expectations are. We use 152 different languages. We’re accurate in 180 countries now.”

In part two of the Q&A here, Allison tells us what attendees can expect during his Nov. 2 keynote address.

P2PIQ: What will the takeaways be from your presentation?

Allison: Number one, we are going to reveal specific behavioral science secrets for marketing. Marketing is all about how you connect and form deep, meaningful relationships with consumers and prospects as well. If you know what they care about, more than anything, it’s pretty easy now. Marketing becomes much simpler if you’re not guessing about what might work — if you know for sure what to say to get folks to go, ‘Wow that’s for me.’ So we’re going to deliver on that.

P2PIQ: What will you share about “values thinking”?

Allison: We’re going to teach you how to use data-driven techniques to sway shoppers toward your brand. So whether you’re a manufacturer or a retailer or anybody in one of the adjacent industries,
I’m going to do my best to show you how the data that we present can be used to make any decision that you have in front of you. How do I change up my website? What’s the most important thing for my next promotion? How do I hire the right people? What’s any question that you might be faced with, and it all revolves around learning how to use what we call “values thinking.” … Keeping values at the center of that decision-making process because, after all, what we’re all trying to do is get some people to do something. And if values are the thing that makes that happen, you want to make decisions based on value.

P2PIQ: And, the final key takeaway?

Allison: The third takeaway: I’ll give you some specific examples around CX [customer experience] and UX [user experience] that will really prove the point, and ring the bell.

Now, here’s the disclaimer on that. I’m not an expert on food shopping. That’s not my job. My job is to come in and say, “Here’s what I found that your customers and prospects care about.” So you’re the experts. You’re the ones who are actually going to know what to do with what I’m about to tell you … but I’m going to do my level best to bring a couple of interesting examples of specific ideas, tactics and strategies that you might want to employ based on what the research uncovers.

To learn more about Path to Purchase Live and to register, visit