Dr. Ana Iorga
Live from Romania

Dr. Ana Iorga

CEO and Chief Neuroscientist, Buyer Brain

Dr. Ana Iorga is a consumer neuroscience and behavioral sciences expert with a deep abiding passion for understanding human behavior. Having spent almost two decades in working with businesses as well as academia, Ana has deep expertise in the world of design, communication and branding across diverse industries such as Finance and Insurance, Consumer Goods, Retail and Automotive. Given her unique academic background, Ana founded Buyer Brain, a consumer neuroscience company that uses neuroscience and behavioral sciences to improve CX and drive deeper customer engagement.

Dr. Iorga holds a CCXP Certification and, as the Chair of CXPA’s European Council, she is actively involved in expanding the CX profession across Europe. She has received several awards for her contribution to the CX and communication professions: she ranked in Top 10 in the 2023-2021 CX Stars Awards by Customer Experience Magazine, she was nominated by Advertising Week as one of the most influential women in marketing in 2020 and in 2019 she was the recipient of the GRIT Future List Award for her contribution to the insights industry.

Dr. Iorga is a Medical Doctor that holds a PhD in Consumer Neuroscience and a double MBA degree in Marketing and Finance. She serves on the editorial board of NMSBA’s Insights Magazine and is co-editor of Ethics in Neuromarketing, a path breaking book exploring the ethical challenges in Neuromarketing.

Title: The neuroscience of effort – why customers love it easy

Abstract: In an age where technology brings everything to our fingertips, we learn to resent the need to make an effort in order to get what we want. We expect companies to make it easy for us to work with them and penalize those that fail to do so. We demand the same seamless experience across channels, at any moment during the day or night. And the younger the generation, the more prevalent the attitude.

Not until long ago, companies believed that if they wowed us, we would reward them with our life-long gratitude and loyalty. Gone are those days… for good! With ever increasing competitive offers from the competition and the simplicity and ease to find alternative solutions online, customers become more empowered and have ever more negotiation leverage.

This leads to an interesting attitude shift, where customers have less patience with companies that do not fulfill their needs according to their expectations. And they are less forgiving with companies that require extra effort from them to make things work.

In this talk we will explore these topics from a neuroscience point of view, will look at emotions and the role they play and also at the implications of effort in shaping customer expectations and experience.

Key points (take-away):

  • Understand the role that emotions and habits play in shaping consumer behavior
  • Explore the implicit drivers of customer engagement
  • Assess the impact of effort on the overall consumer experience.