Ad Club Bangalore hosts Dr. Paul Harwood on behavioral science in advertising

The Ad Club Bangalore's Inspiration Room marked another milestone with its 8th edition, featuring Dr. Paul Harwood, an international behavioral scientist and co-founder of Useristics. Held at Adda 1522, Cambridge Layout, the event explored the intersection of behavioral science, technology, and advertising, providing invaluable insights for the marketing and creative communities.

With over 20 years of experience working with global giants such as Facebook, Twitter, Google, and Slack, Dr. Harwood's expertise in user behavior and market research took center stage. Joining him in conversation was Smitha Hemingae, Head of Marketing and Employee Brand at ANSR, who helped facilitate a thought-provoking dialogue.

The session delved into how brands can leverage behavioral science to create impactful advertising campaigns and experiences tailored to the expectations of digital-first customers. Dr. Harwood stressed the importance of understanding audience behavior and highlighted how startups, in particular, can benefit from robust user insights. Addressing the transformative role of AI, he explored how brands can personalize experiences for diverse markets and products while keeping pace with rapid technological advancements.

The discussion also touched on the tech-driven evolution of Bangalore and its role as a hub for innovation. “Technology is evolving fast, often faster than how it can be studied and its impact understood. In this scenario, it is important to understand and define how AI will be used. The way forward is better understanding of AI and reservations that come with it,” Dr. Harwood noted. 

Since its inception in May 2024, the Inspiration Room has been a monthly cornerstone event for Bangalore’s creative community, bringing industry leaders to share insights and spark conversations that inspire fresh thinking. Speaking about the session, Laeeq Ali, President of Ad Club Bangalore, said, “Dr. Harwood’s session exemplified the power of employing behavioral science to advertising and marketing, empowering marketers and advertisers with actionable knowledge.”

Shoaib Rafi, National Head - Sales & Marketing, Salud Beverages Pvt. Ltd., said, “At Salud, we believe in supporting platforms that encourage innovative thinking and meaningful conversations. The Inspiration Room reflects these values, and we are proud to partner with the Ad Club Bangalore to create opportunities for learning and growth in the creative community.”

This latest edition was made possible through the support of lifestyle partner Salud, venue partner Adda 1522, and media partners Ad Gully, Agencyfaqs, and Medianews4u.and event Partner Nishe and Co.