Roger Dooley

Customer behaviour rarely follows the logic that marketing plans assume. Small points of friction quietly suppress conversion, loyalty, and adoption while leadership chases bigger strategic levers. The harder question is which behavioural mechanics actually move buyers, and which spend is theatre.

Roger Dooley is a behavioural science author and keynote speaker who helps companies apply neuromarketing and friction reduction to customer experience, sales, and marketing decisions.

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Why organisations work with Roger Dooley

  • A 20-year published track record applying neuromarketing to commercial problems, not a recent rebrand into the topic.
  • Friction gives commercial leaders a single operational lens for finding the small frictions that quietly suppress revenue, conversion, and loyalty.
  • Brainfluence translates academic behavioural research into 100 specific tactics marketing and CX teams can deploy, which is why the book has been translated into eleven languages.
  • Forthcoming Wiley title The Persuasion Engine (2026) positions the conversation on AI-enabled behavioural science before most CX functions have a working view of it.
  • Forbes column and 400-plus episodes of the Brainfluence podcast keep him in active dialogue with the field’s leading researchers, from Robert Cialdini to Dan Ariely.

Biography highlights

  • Author of Brainfluence (Wiley, 2011), translated into eleven languages.
  • Author of Friction (McGraw Hill, 2019), named a Top 3 Management Book and Best Business Book of 2019 by PwC’s strategy+business.
  • Forthcoming author of The Persuasion Engine (Wiley, 2026), on AI applied to behavioural science.
  • Forbes contributor on neuromarketing, customer experience and behavioural science.
  • Host of the Brainfluence podcast, with guests including Robert Cialdini, Dan Ariely, Dan Pink, Tom Peters, Rory Sutherland, Nir Eyal and BJ Fogg.
  • Named a Top 50 Global Thought Leader and Influencer on Customer Loyalty by Thinkers360.

Biography

Most marketing plans assume customers behave rationally. They do not. The gap between what a brand believes its customers are doing and what their brains are actually doing is where Roger Dooley has built his work for two decades.

His 2019 book Friction (McGraw Hill) argues that the small unnecessary frictions inside a buying journey, an employee process, or a product experience are usually more powerful than the bigger strategic levers leaders prefer to discuss. PwC’s strategy+business named it a Top 3 Management Book and Best Business Book of 2019. The earlier Brainfluence (Wiley, 2011) compresses academic behavioural research into 100 marketing-grade tactics, and has been translated into eleven languages.

That commercial frame is what separates Dooley from purely academic behavioural-economics voices. The Neuromarketing blog he started in 2005, his Forbes column, and 400-plus episodes of the Brainfluence podcast keep him in continuous dialogue with Robert Cialdini, Dan Ariely, Rory Sutherland, BJ Fogg and Nir Eyal, then translated for marketing, CX, and growth teams who need to ship decisions on Monday.

His next book, The Persuasion Engine (Wiley, 2026), turns to AI: how language models and behavioural analytics are pushing the tools once held by Fortune 500 research budgets into the hands of much smaller commercial teams, and what governance, customer trust and brand questions that opens.

Key speaking topics

  • Neuromarketing and consumer neuroscience
  • Friction in customer experience and operations
  • Behavioural economics applied to marketing and sales
  • AI-enabled behavioural science and persuasion
  • Customer loyalty and brand trust
  • Persuasion and decision architecture

Ideal for

  • CMOs and marketing leadership teams redesigning customer journeys
  • Heads of customer experience and digital product leaders working on conversion and retention
  • Sales leaders rebuilding playbooks around buyer psychology
  • Growth and innovation teams testing AI-enabled behavioural tools

Audience outcomes

  • A working definition of where friction is suppressing revenue inside their own customer and employee journeys
  • A vocabulary of behavioural mechanisms drawn from named research, not generic persuasion tropes
  • A current read on how AI is changing the cost and access economics of behavioural research
  • Specific, testable changes to marketing, sales or CX practice they can run inside their teams

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Testimonials

Perfectly set the tone for the rest of the conference!
Benny Briesemeister
Co-chairperson, BCR Conference, Hamburg, Germany
Terrific! Really delivered!
Ton Wesseling
Founder, Conversion Hotel Conference, Holland
Roger provided a great experience for the audience and my team. He was the best speaker at the Summit, and gave a lot of practical advice. I was impressed by Roger’s in-depth knowledge of both neuromarketing and marketing in general.
Tim Roemer
Managing Director, Scoot Media, Affiliate Day, The Netherlands
Roger was an absolutely fantastic keynote speaker for our conference and provided the audience with excellent insights and creative thinking… Roger received exceptional feedback from the audience on his presentation with people describing it as “inspiring”, “exciting” and “a highlight of my day”. I would highly recommend Roger as a keynote speaker for any event.
Amelia Gardner
General Manager, Events, ADMA, Sydney
Roger’s workshop exceeded my wildest expectations. He kept the team interested and engaged, and they left inspired to take action.
Garry Sinclair
CEO BTC Bahamas & VP Northern Cluster at C&W Communications

Books

FRICTION—The Untapped Force That Can Be Your Most Powerful Advantage
NAMED A "BEST BUSINESS BOOK OF 2019" by strategy+business Annually, $4.6 trillion of merchandise is left in abandoned e-comme…
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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to pract…

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