Illuminera Launches 'Behave!' Change Unit

Asia Pacific-based data-led marketing and strategy consulting group Illuminera has partnered with marketing insights professional Ashok Sethi, to launch a specialist marketing and behavior change division called 'Behave!'

Illuminera, which merged with Australian financial services insights and consulting firm DBM in 2018, operates from offices in Shanghai, Chengdu, Sydney, Melbourne and Singapore. The new unit uses behavioral and decision science to provide what it claims is a 'new way of thinking' about consumers and marketing. Services offered include marketing strategy and tactics behavioral audit BEaudit; pricing tool BEprice; and consumer experience solution BExperience.

According to Illuminera, Behave! provides a 'comprehensive perspective' on all the factors which influence consumer behavior, beyond the traditional concepts of persuasion-based communication, positioning and segmentation; with the division's tools using contextual observation and analysis of consumer behavior, instead of consumer stated responses. Co-founder Sethi (pictured) is author of the book: 'Chinese Consumers - Exploring the World's Largest Demographic', and leader of the Illuminera Institute in Shanghai.

Mavis Tong, Director - Commercial of Behave!, comments: 'Our methodologies enhance the traditional knowledge of marketing with huge scientific learning from behavioral science, consumer neuroscience and evolutionary psychology, and leverages it for solving problems of marketing, including brand and communication design, pricing and promotions, and experience design'.

Web site: www.illuminera.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.