The Science of Connection
Liam Pavlovski & Sam Terminelli
Download 'The Science of Connection'
Find out how adopting a strategic media approach can enhance messaging and answering key questions such as:
Who do we speak to?
What do we say?
Where do we say it?
When do we say it?
Executive Summary
This whitepaper introduces a strategic media approach that enhances messaging precision through psychology-driven segmentation. By understanding who your audience truly is—not just their demographics but their psychological drivers—you can craft messages that speak directly to their motivations and deliver it at the right time.
Key principles explored include:
Regulatory Focus Theory, which identifies whether consumers are driven by aspiration (promotion-focused) or security (prevention-focused), enabling messaging that aligns with their decision-making mindset.
Motivational Insights, which go beyond surface-level segmentation to uncover the deeper emotional drivers influencing behaviour.
Heuristics & Cognitive Biases, which leverage instinctive decision-making shortcuts to enhance engagement and conversion.
By applying these principles, brands can transform their media buying from passive messaging into active persuasion—creating content that not only captures attention but compels action.
