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Canada Chapter: What Can We Learn from Magicians to Take Moderating to the Next Level?

Total Credits: 1 Advance Credits

Average Rating:
Jeff Hecker
1 Hour 03 Minutes
Audio and Video
Original Program Date:
Nov 04, 2022

Tag: moderation


Fields like neuroscience, behavioral economics, and semiotics offer us perspectives on how consumers think. But what about the field of magic? For millennia, magicians have been puzzling out attention, perception, and cognition. How do humans process sensory data into reality, and how can assumptions, mental shortcuts, and the fickleness of memory be manipulated to seemingly bend or break reality? In this session, Jeff will expand upon his fascinating conference presentation and we will discuss how we can improve our moderating taking into consideration what we can learn from magicians about cognitive shortcuts and priming, among other things.



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Athena Brand Wisdom

Jeff Hecker has been in marketing insights and strategy for more than 20 years, sometimes with world-leading ad agencies, sometimes client side, and with tier 1 research agencies. Today, he is a Principal at Athena Brand Wisdom, a research agency focused on exploring the cognitive and cultural factors that drive consumer behavior. Jeff currently serves on the Canadian Research Insight Council’s Qualitative Thought Leadership Council, and on the QRCA’s Industry Relations panel. Jeff has an MBA in Marketing from the Schulich School of Business at York University, and a degree in English Literature and Semiotics from the University of Toronto. Also, he is the child of a magician.

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