Marketers want to get into our brains and Prudential found a way to do it. The insurance 
company sought to understand why, with all the information we all have about saving for retirement, most of us delay or do nothing. Brain scientists and behavioral specialists were brought in to figure out the why, giving Prudential the insights to develop its campaign, “Bring Your Challenges.”
Here, the author describes the series of crowd-sourced experiments tied to the campaign and offers us three lessons we can take away from the campaign to meld into our own work.
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