Peter Field

Advertising-effectiveness researcher associated (with Les Binet) with the IPA effectiveness databank, cited for the finding that emotional advertising produces bigger and longer-lasting business effects than purely rational advertising. Given in the transcript as "Peter Thiel" — almost certainly a mis-transcription conflating him with the unrelated tech investor of the same first name; the actual figure is very likely effectiveness researcher Peter Field (co-author, with Les Binet, of The Long and the Short of It); recorded here as heard with the likely correct form noted. Referenced, not interviewed, in either episode. Cited again in Episode 37 (name given there without the earlier mis-transcription) for research finding six months of long-term brand-building outperforms short-term promotional campaigns — see Binet and Field Long-Term Brand-Building Study.

Discussed in

• Episode 30 — 30- The science behind great adverts
• Episode 37 — 37- When growth hacks fail - With Rand Fishkin

Related

• Goal Value Theory (Motivation-Driven Valuation)
• Marketing Flywheel (Compounding Long-Term Growth)
• Binet and Field Long-Term Brand-Building Study
• Les Binet