I run a behavioral research firm that helps market research professionals deeply understand their customers' subconscious and use Behavioral AI to design powerful brand strategies and communications that drive customers to buy. Here's my professional life in a nutshell. Simply put...I live and breathe behavioral science market research.After almost 20 years in behavioral insights roles, I left PepsiCo because I knew that marketing research was fundamentally broken, and behavioral science was the solution. To fundamentally change marketing research so that actually works, you need to systematically apply behavioral science to your insights strategy and methods, specifically understanding the psychological "mindstate" people are in when making decisions. So, I went out and built a consultancy and various science-based research methods to identify the subconscious mindstates that actually drive behavior - not nudges.Now, a decade later, I am the world's leading expert on subconscious mindstate research and work with the most innovative brands to uncover new, smart, actionable consumer insights —and use these insights to optimize brand strategy and communications. I am the best-selling author of Marketing to Mindstates: A Practical Guide to Applying Behavioral Design to Research and Marketing. I am also a Behavioral Design instructor at SMU's Cox School of Business BLC and the Texas A&M Human Behavior Lab. Seriously, I love to teach this stuff. This has helped me be featured on Forbes, CNBC, and AppleTV, and a bunch of lectures at various universities. I have a bunch of free resources and training below. FREE Training Video on how to apply mindstate marketing to your business: https://www.mindstatemarketing.com/freeWebsite: www.mindstategroup.comYouTube: Mindstate Groupwill.leach@mindstategroup.com