The scene was set - a Michelin starred London restaurant, an industry expert and the room filled with expectant Corporate Innovations clients. It was with anticipation we organised our first client event of 2015. What does the future hold?

With this in mind we chose a hot topic where we looked into the future and how neuroscience is driving ‘decision science’, pushing forward the frontiers of understanding how the human brain makes decisions.

Phil Barden, the author of ‘Decoded: The Science Behind Why We Buy’ was our obvious choice to share his findings and real life examples of the extraordinary impact that decision science had on his marketing campaigns. Phil’s career had previously covered trying to influence consumer behaviour at Unilever, Diageo and T-Mobile before his research into a new mental model.

He found this fascinating, profound and so inspiring that he switched careers and joined Decode, the consultancy responsible for the model that had so radically changed his way of thinking. Hibiscus, with 2 Michelin Stars and 5 AA Rosettes, was the obvious choice to combine the culinary science of Chef Patron Claude Bosi, using different behaviours to enhance flavours, with the behavioural, decision science of Phil Barden helping us to understand why consumers act in the way they do.

And what a night it was! I think I can speak for everyone when I say what a relaxed and thought provoking evening we had. We all learnt something, on a personal or work level, that we can take back and make use of. The informality was wonderful with the evening ending in a roundtable discussion with everyone sharing their thoughts and ideas from their different market sectors.

So now we have all the theory, let’s put it into practice with our clients, and see if we can help shape their marketing plans, understanding their brand DNA and of course deliver results. Thanks to all of our valued customers for making the evening special, we look forward to the next event and another key subject to stimulate us all.