My name is Mehdi Bouhassoune. I help marketers leverage science.
My professional life has been at the crossroads between three areas.
FIRST, academia. I loved studying, and spent time at the University of Strasbourg, the University of Birmingham, The London School of Economics, and the University of York.
SECOND, market research & marketing. I worked in global market research companies YouGov & Euromonitor International in Paris, London, and Singapore, where I advised hundreds of brands. I am also the author of ‘Why Did You Buy That Drink?’ published by Penguin Random House and endorsed by leading academics from NYU, INSEAD, and Wharton, as well as industry experts from Coca-Cola to Ogilvy.
THIRD, professional learning. As Global Learning & Development Manager, I designed and executed trainings to hundreds of staff across continents. I am also an A2 Advanced Practitioner ILM-Accredited certified training professional, with a graduate L&D certification from SMU.
This time spent between academia, marketing, and training led to my mission of bringing fresh, actionable academic insights to marketing practitioners.
It’s when I discovered the three knowledge gaps marketers face, explained below.
Three Gaps for Marketers
Behavioural science and consumer research is producing groundbreaking research, but only snapshots in 20-second TikTok reels make it to marketers.
No Depth
What does make it through has little context. There’s no way of knowing if the claims are controversial in other areas of science.
No Structure
Popular science does not follow the latest developments. The same anecdotes of the 1960s are used today as if freshly published.
No Timeline
A Solution
Frameworks; based on real science, monitoring recent breakthroughs.
Algorithms change every day, humans don’t.
Science frameworks have the benefit of being based on humans. Human psychology and its triggers are much more stable than algorithms and tech platforms. Investing in them is for the long run.
And you shouldn’t need to take time off.
Marketers are navigating a rapidly evolving world, in technology and in science. Yet, the only path is often to pick one over the other: take time off to focus on an MBA, or stay in industry to stay top of tech changes.