[20:31] Lead Like a Scientist—Not Only a Storyteller — Charlotte’s background in neuroscience and behavioral economics offers her a singular edge in advertising: she treats campaigns like experiments. It’s not sufficient to “strive issues”—you want management teams, hypotheses, and actual measures of causality. From working personality-driven segmentation research to decoding buy intent past demographics, Charlotte reveals how science doesn’t stifle creativity—it supercharges it. In a world flooded with information, it’s the why behind the conduct that units manufacturers aside.
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