Is there more than one version of a person we should be thinking about? Daniel Kahneman, the Godfather of behavioural economics, thinks there is. He talks about the fact that what we experience and what we remember are two very different things. He illustrates this brilliantly with the story of...

Star signs are perhaps the oldest form of audience segmentation, the art of grouping people together based on shared characteristics. The signs of the zodiac can trace their origins back to the Babylonian astrologists from 1200 BC; but surely astrology is all nonsense? No self-respecting person of reasonable intelligence would...

Now the dust has settled on the US election and Obama is sitting back in the Oval office smoking a 'victory cigar' (actually, I'm pretty sure no president smokes real cigars anymore!) what are the lessons for advertisers?

Well the most staggering statistic of the whole thing was the sheer...