Nick Southgate gave a presentation at the IPA Eff Fest on taking a behavioral understanding approach to improve creative work. He discussed how people have two modes of thinking - a fast, automatic mode and a slower, deliberate mode. Southgate also covered how disruptive creative can be when it combines craft with science, and thanked the audience at the end of his presentation.

1. From Behavioural Understanding to Better Creative
15th October 2013, IPA Eff Fest
Nick Southgate
NICK SOUTHGATE
PLANNING &
RESEARCH

2. Taking the easy route
NICK
SOUTHGATE
CONSULTANCY

3. Two modes of thinking – Fast & Slow
LEFT
left
upper
lower
LOWER
right
RIGHT
RIGHT
left
LEFT
right
upper
UPPER
lower
LOWER
upper
NICK
SOUTHGATE
CONSULTANCY

4. Are you paying attention?
NICK
SOUTHGATE
CONSULTANCY

5. The investigation of not thinking
NICK
SOUTHGATE
CONSULTANCY

6. Asking for thinking is easy
This ad has engaged
both my emotional
and rational needs in
the haircare
category. Thank God!
NICK
SOUTHGATE
CONSULTANCY

7. The Automatic Envelope
NICK
SOUTHGATE
CONSULTANCY

8. How disruptive?
Ikea – ‘Chuck out the Chintz’ 1996
NICK
SOUTHGATE
CONSULTANCY

9. Craft meets Science
NICK
SOUTHGATE
CONSULTANCY

10. Thank You
NICK SOUTHGATE
PLANNING &
RESEARCH