Most people aren’t shopping when they see your ad.

So why are you only marketing to the ones who are?

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jiri Boudal, CEO of Behaviour Labs, a company helping over 400 brands tap into the subconscious mind to grow smarter, not just louder.

Jiri shares why traditional ad testing often misses the mark, how most surveys ask the wrong questions, and what really gets a brand stuck in a “performance plateau.”

He breaks down the 95/5 rule (only 5% are buying right now), and how the other 95% still matter a lot. You’ll hear why memory, emotion, and fast associations drive most purchases and how to shape your marketing around that.

They also talk about brand codes, like sounds, colors, and characters, and why repeating them (instead of reinventing the wheel every quarter) is the best move for staying top of mind.

If your team is stuck tweaking campaigns and chasing short-term ROAS, this one’s a reset. It’s practical, human, and full of ways to make your brand easier to remember, and easier to choose.

And yes, Yoda, Coca-Cola, and a few strong feelings about jingles all make an appearance.

Press play and find out how the brands that win in 2025 are building for the brain, not just the click.

Website: https://www.vimmi.net

Email us: [email protected]

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

Talk to us on Social:

Eitan Koter’s LinkedIn: https://www.linkedin.com/in/eitankoter/

Vimmi LinkedIn: https://il.linkedin.com/company/vimmi

YouTube: https://www.youtube.com/@VimmiCommunications

Guest: Jiri Boudal, Founder, Managing Director & Co-founder at Behavio Labs

Jiri Boudal’s LinkedIn: https://www.linkedin.com/in/jiriboudal

Behavio Labs: https://www.behaviolabs.com/

Takeaways:

• Understanding is key in entrepreneurship and marketing.
• Subconscious insights can outperform traditional consumer research methods.
• System 1 thinking drives most consumer decisions.
• Brand marketing is essential for long-term growth.
• Mapping memory building is crucial for effective marketing.
• Distinctive brand codes enhance brand recognition and recall.
• Emotional marketing amplifies consumer engagement.
• Repetition in advertising strengthens brand memory.
• Brands should focus on unmet consumer needs.
• Creativity in branding should align with consistent brand codes.

00:00 Introduction to Behaviour Labs and Subconscious Insights

02:07 Understanding Subconscious Insights vs. Traditional Research

08:31 The Role of System 1 in Consumer Decision Making

10:09 The Importance of Brand Marketing

14:13 Mapping Memory Building in Marketing

21:31 Distinctive Brand Codes and Their Impact