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About this event
The most prevalent myth in marketing is that people are always making conscious decisions. In fact, most consumer behavior isn’t a decision. It’s a habit. While many strategies focus on awareness, persuasion, or loyalty, they often miss what actually drives repeat behavior: automatic, ingrained routines.
This session introduces the Habit Cycle framework—a practical model for understanding how habits form, persist, and influence behavior over time.
Join Dr. Neale Martin, PhD and author of Habit: The 95% of Behavior Marketers Ignore and Brant Cruz, SVP of Platforms and Audiences at CMB as they explore how to move beyond traditional metrics and uncover the underlying patterns that shape real-world actions. Through case examples in financial services, travel, and digital platforms, you’ll see how brands are using habit-based segmentation to uncover hidden triggers and unlock more effective experiences and messaging.
If your current strategies are falling short on adoption, consistency, or retention, this session offers a clearer path forward, rooted in how behavior actually works.
What You’ll Learn:
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Neale is an expert in consumer behavior working at the intersection of marketing, neuroscience, and cognitive psychology. His book, Habit: The 95% of Behavior Marketers Ignore, has been used by leading global brands to inform research, innovation, and marketing strategy. Neale led the development and launch of a $2.5 billion product using habit-based principles and has worked with clients including Coca-Cola, P&G, Campbell’s Soup, and Verizon. He developed a peer-reviewed model of consumer behavior focused on conscious and unconscious drivers of choice and continues to serve as a keynote speaker, author, and consultant. He recently published his first novel, Catastrophe Theory.
Proud Chadwick Martin Bailey lifer (22+ years) with the privilege of working on some of the most interesting assignments for the world’s best clients. I’ve worked across industries and methodologies, with particular expertise in global segmentation, product and service development, brand and NPS work, and partnerships with leading platform, digital media, entertainment, eCommerce, and financial services brands. I love developing creative solutions to challenging business questions and am especially good at rallying the troops when I don’t have all the answers. I hold several self-claimed titles, including Segmentation Prophet; Funniest Man in Market Research; Kingmaker; Queenmaker; and Slayer of Sacred Cows. I specialize in self-deprecating humor and am the proud Group Owner of the invite-only LinkedIn community “Wicked Smahht Consumer Insights and Analytics Pros.” I earned a B.S. in Management Science with a concentration in Marketing from Bridgewater State College.
Meg Sloan is a seasoned marketing executive and brand strategist with more than 25 years of experience driving growth for leading consumer and technology companies and start-ups. She has held senior leadership roles at organizations including Facebook, eBay, Microsoft, and Foundation Capital, and has served as Chief Marketing Officer for multiple companies across fintech, healthcare, and consumer brands. Known for combining deep consumer insight with strategic clarity, Meg excels at building brands, launching products, and leading high-performing teams. She is the co-founder of Seabright advisors, where she helps students and families navigate college planning and career exploration.
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