Ken Hughes

Leading Shopper & Consumer behaviouralist Marketing & Advertising Guru



Ken Hughes is now acknowledged as being one of the world’s leading authorities on consumer and shopper behavior, internationally renowned for helping his largely blue-chip client base better understand the needs of the future consumer.

With over 15 years’ experience as CEO of a consumer insight agency, he blends his understanding of consumer psychology, shopper immersion, digital anthropology and retail futurology to explore the needs of the new consumer and predict the changes to come.

Ken advises some of the biggest brands in the world on customer experience, omnichannel strategy, shopper marketing, retail trends, the millennial shopper and the peer-to-peer economy. As an accomplished author, TED speaker, university lecturer and actor, his performances are not only insightful and thought-provoking but are infamous for their sheer energy, entertainment and passion, not to mention his generous Irish wit.


Positive Disruption: The Blue Dot Consumer
This speech challenges any business to look at their survival and growth through the lens of the future consumer. We will look at the social and cultural forces digital has brought to humanity, and how changes in consumer expectations have forever changed the game. Today’s consumer expects a frictionless and seamless experience at every touch-point, has little tolerance for failure but will become a tribal brand fan if you get it right.  Disruption is a positive force if you harness what is happening around you, but it is a destructive one if you ignore the changing nature of the game

The Digital Native Advance: A New Shopper DNA
We have been re-wired as shoppers and consumers over the past 10 years, and this has been a step-jump in the past five. The fundamental blueprint of what we expect has changed and as such, brands and business face significant challenges to remain relevant. Instant gratification, hyper-connectivity, experiential equity, peer-to-peer and the sharing economy are just a few of the forces re-shaping consumerism. These new forces have significant implications for how you connect and converse with the new consumer

Experiential Retail: The Need for 360 degree Shopper Engagement
Today we live in an experiential economy and as such, we need to get better at engaging the shopper in-store. This is the moment they are either going to buy your product or not, they are standing in a store, with their wallet or purse in their hand.  Triggering interest and a purchase in-store is more important than any other marketing activity – it is what will ultimately pay your wages. This is the golden moment of truth. In an Ecommerce and online world, it is easy to forget the simple things. This talk looks at the in-store moment and how best to make it more experiential and effective. Using a shopper’s five senses, a better understanding of consumer psychology and looking at global case studies we uncover the reality of in-store.

Is Your Supply Chain Millennial Ready: The Shopper of the Future Meets the Logistics of the Past
The monolithic and generally linear supply chain models of the past are no longer fit for purpose, straining at the demands placed upon them by the millennial consumer.  This next generation of shoppers demand boutique, artisan goods and services, personalised in their nature and delivery. They demand same day delivery. They demand an experience from the products and services they consume beyond what is in the box. In fact, they demand an experience partly related to how they buy. Supply Chain is becoming part of the product experience, not an invisible ‘support’ function. Ultimately a supply chain that is engineered and built to deliver to this new breed of shopper and consumer will win market share. This speech will challenge supply chain executives and ask the big question. This is the shopper of tomorrow. Are you ready?

Shopper Marketing: You Have a New Boss
Today there is no doubt that the shopper now holds the power; no longer the brand or the retailer. Loyalty is dissolving for both brands and store banners. Omnichannel presents not only opportunities but also significant challenges for retailers and manufacturers to hold on. The fate of your brand or store now lies in the shoppers’ hands, more than it has ever before. This talk looks at shopper centricity and challenges organisations as to where their focus really lies. This talk showcases the challenges and opportunities in the Shopper Marketing field, and also outlines the potential pitfalls as organisations must restructure themselves for this latest power shift. Shopper Marketing is not just a process or a strategy – it is a culture and ethos.

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