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Cole Armstrong

The science of Decision-Making

Cole Armstrong is the founder and Managing Director of NeuroSpot, a behavioural insights agency based in Auckland, New Zealand. At NeuroSpot, Cole is working with a range of New Zealand’s leading organisations, covering fields such as retail, supermarkets, financial services, and utilities amongst others, to apply a behavioural science lens to customer and user experience. He has a diverse background covering academia, commerce and public sector, in NZ, Europe, Africa and the Middle East. His perspective is that behavioural science allows organisations to more effectively identify why people do what they do, and then set in motion a series of evidenced based strategies to deliver on organisational outcomes.