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Welcome — you’ve landed at The Unconscious Consumer, a thought leadership platform dedicated to unpacking the invisible forces that shape how we think, behave, and buy.

This isn’t about Freudian slips or subliminal messaging. It’s about the ordinary, everyday experiences we overlook—the micro-moments, design nudges, and digital defaults that subtly steer our decisions without us even realizing it.

Drawing from behavioural economics, cognitive and social psychology, and the evolving world of digital design, this blog explores how the unconscious architecture of experience shapes consumer behaviour—and what that means for brands, products, and people.

The Unconscious Consumer was created by Adam Spadaro, a research and insights leader with a Ph.D. in Cognitive Psychology and 15+ years of experience bridging the gap between human behaviour and product strategy.

Adam is currently a Principal UX Researcher at HubSpot, where he leads research across Growth and AI, helping product teams use behavioural science to guide everything from onboarding to monetization. He’s known for turning research into strategy—helping teams build the right thing, not just build things right.

Prior to HubSpot, Adam led cross-disciplinary research teams at Shopify and Super.com, developing systems-level research strategies that improved customer acquisition, deepened retention, and uncovered new growth levers.

His work has been featured on CBC’s The National, The Huffington Post, scientific journals, and of course, right here at The Unconscious Consumer—where behavioural insight meets product intuition.

Follow along for new articles and ideas that connect the dots between psychology, technology, and the invisible forces shaping our choices.

Have an idea for a topic you’d like to see covered? Give me a shout by filling out the form below or reach me on LinkedIn.  Looking forward to hearing from you.