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David Penn
Company: Conquest
Country: UK
Biography:
David Penn is founder and MD of award winning research agency Conquest, based in London’s Hammersmith. The company is one of the UK’s largest independent researchers and, most importantly, is a pioneer of innovative online research methodology – such as Metaphorix® – which welds together neuroscience, communications theory and cognitive linguistics.
Before starting Conquest out of sheer frustration with what many research agencies had to offer, Penn amassed a wealth of experience in marketing and research spanning both client and agency sides of the business, honing his skills at Unilever and UB.

David has published and presented widely on marketing and brand research recently, at Market Research Society (UK), ESOMAR, WARC and ARF conferences as well as running a regular blog on WARC website. In the last few years, he and his team have been shortlisted, commended or won outright a total of 11 industry awards.
Explains David “Much current research assumes brand decisions are conscious, explicable and rational, when in reality our behaviour and our response to brands is highly emotional; not logical, considered or easily accessed via standard questioning. Mostly it is not even conscious. Our work is about capturing people’s’ immediate emotional and social reactions to products and messages.”
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Slides
Neuromania and why we need to re-humanise research
The Viagra of Virality
Should we be Neuromantics or neurosceptics?

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