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How do your customers actually make decisions? This week’s guest, Babs Crane, says the answer isn’t in your product—it’s in behavioural science.

In this episode of MarketPulse: Pros & Pioneers, Babs shares how she went from a high-performing sales career to launching a behavioural design consultancy that helps businesses apply cognitive psychology to win customers the right way. With insights drawn from nudge theory, consumer ethics, and decision science, she breaks down why most businesses still sell based on assumptions—and how to stop guessing what your audience really wants.

We explore why women in sales are under-celebrated, how to build ethical user journeys, and the real psychology behind unsubscribing, buyer reactance, and attention spans. Babs offers a sharp, often surprising breakdown of how small changes in presentation, prompts, and messaging can radically alter customer behaviour.

This episode is essential for founders, marketers, and consultants who want to use science—not superstition—to drive results.

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LinkedIn: https://www.linkedin.com/in/babscrane
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