Episode 68 Interview: Adam Ferrier author of The Advertising Effect on why you should stop listening to your customer
In this episode we speak with Adam Ferrier, founder of Australian ad agency, Thinkerbell. Adam is the author of The Advertising Effect, one of the best books on applying behavioral science to advertising. On the podcast he talks about some of the most effective Australian campaigns of the last few years and why listening to your customer creates bland advertising.
Episode Highlights
Action changes attitudes faster than attitudes change actions. Effort builds connection—brands should get consumers actively involved.
Admitting a flaw can boost brand perception. Imperfections humanize brands and make them more relatable and trustworthy.
Stop listening to your customers—start hearing your brand. Overemphasizing customer insights risks homogenization; focus on brand distinctiveness.
Resources & Useful Links
See below for additional resources from this week's episode.
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MichaelAaron and Richard sit down with economist and data scientist Seth Stephens-Davidowitz, who reveals why direct questions often don't reveal one's true motivations. They also unpack concepts like the illusion of effort, the curse of knowledge, and how to handle conflicting datasets effectively.
Ep50 - The replication crisis: How to avoid basing your marketing on bogus findings
This episode dives into a concept known as "replication crisis" in behavioral science. We explore how repeated attempts to replicate certain studies have yielded results that challenge or contradict the original findings, calling their validity into question. We highlight some well-known studies to be cautious of and share practical advice on how to ensure the findings you apply are reliable.
