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Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
Ipsos  We think far less than we think we think (MIE 2014)
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Ipsos We think far less than we think we think (MIE 2014)

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  • 1. Think Different
  • 2. Think Different
  • 3. So this presentation is not about.. Digital Neuro Technologica l Innovations Passive Measurement Big Data
  • 4. We will focus on US The motivations and needs of people Focus on people
  • 5. We need to know what people think But also what they think, they think …perhaps we do not think as much as we think we think…
  • 6. Do we need fancy new technology to do that? van Westendorp Pricemeter Ethnographic research
  • 7. What is a hot topic that keep us awake at night, regardless of culture or gender? Health, Weight & Beauty
  • 8. We will not talk about Or Generation XXL and its impact on society The morbidly obese  
  • 9. But about US Those who are just a little overweight   or the ones that want to go on a diet but do not need it from a health perspective   Or those that want to put on weight..  
  • 10. Because we know it is something that everybody can relate to Summer’s approaching   Resolutions  
  • 11. Facts Q. How do you determine whether you are overweight? A. “Combination of BMI, tight clothes and dress sizes” Tight clothes BMI Dress Sizes 35 % Plan to go on a diet (soon) 43% of all Of which are women 51 of the Dutch % too heavy are 16 are obese % 35 “just” have % weight extra
  • 12. BEHAVIOUR CHANGE, ETHNOGRAPHY, AND DIETING.
  • 13. 5:2 diet...? #FutureofResearch!
  • 14. Pinny, over a month.... Day 1! Day 4! Day 2! Day 3! #FutureofResearch!
  • 15. Reflective and Automatic behaviours 0.5% REFLECTIVE 99.5% AUTOMATIC We think far less than we think that we think. ! #FutureofResearch!
  • 16. The influences on behaviour are complex… BEHAVIOUR #FutureofResearch!
  • 17. Changing behaviour – ‘nudging’ and planning? Make a! Plan ! BEHAVIOUR Create a Nudge ! Respond to cultural cues ! #FutureofResearch!
  • 18. Analysing the diet Using the framework in practice #FutureofResearch!
  • 19. Dieting behaviour Play film Insight – Food in our lives https://vimeo.com/ Password: Fast5:2 #FutureofResearch!
  • 20. #FutureofResearch!
  • 21. External factors of the 5:2 BEHAVIOUR #FutureofResearch!
  • 22. A middle class upbringing Sunday Lunch pic #FutureofResearch!
  • 23. Culturally: Food Lovers’ Diet Special cuts of meat #FutureofResearch!
  • 24. An Alluring Environment Diet is about control, people are looking for Freedom! #FutureofResearch!
  • 25. The REFLECTIVE behaviours in dieting BEHAVIOUR #FutureofResearch!
  • 26. Identifying a problem #FutureofResearch!
  • 27. The science makes the goal believable The Science is crucial – it’s about health and weightloss, the book is the key, there’s a Dr who invented it (Moseley), Picture of Pinny holding Fast Diet book #FutureofResearch!
  • 28. Plans must fit into a busy lifestyle Picture of child holding onto the lamp post #FutureofResearch!
  • 29. Maintaining belief is important Mantras “1lb a week will still help” “I can eat what I want tomorrow” “This hunger will pass” #FutureofResearch!
  • 30. Automatic behaviours are more powerful 0.5% REFLECTIVE 99.5% AUTOMATIC #FutureofResearch!
  • 31. Looking at automatic behaviours… BEHAVIOUR #FutureofResearch!
  • 32. Social norms - Competitive eating Negative heuristic! Dinner with hubby and kids #FutureofResearch!
  • 33. Negative anchors - ‘Diet’ Negative heuristic! The word ‘Diet’ #FutureofResearch!
  • 34. Mental accounting - Calorie calculations Negative heuristic! Yoghurt in food #FutureofResearch!
  • 35. Social Norms – being left out Negative heuristic! #FutureofResearch!
  • 36. Commitment – a Buddy Positive heuristic! Pic of her dad #FutureofResearch!
  • 37. Consistency bias – Public Positive heuristic! #FutureofResearch!
  • 38. Reinforcement – 3rd party confirmation Positive heuristic! Friend that knows about 5:2 #FutureofResearch!
  • 39. Changing behaviour Making an App from the research #FutureofResearch!
  • 40. Using the research – An App to help dieters 39 ! #FutureofResearch!
  • 41. A positive anchor – Little mention of a ‘diet’ 40 ! #FutureofResearch!
  • 42. The problem – Starting the plan 41 ! #FutureofResearch!
  • 43. Creating belief – Referencing the science 42 ! #FutureofResearch!
  • 44. Calorie counting – Making it easy 43 ! #FutureofResearch!
  • 45. Reinforcing the reflective – Supportive mantras Mantras “1lb a week will still help” “I can eat what I want tomorrow” “This hunger will pass” 44 ! #FutureofResearch!
  • 46. A flexible diet – adaptable meal plans 45 ! #FutureofResearch!
  • 47. Making it stick – Social media commitment 46 ! #FutureofResearch!
  • 48. Changing behaviour – Proof is in the pudding! 47 ! No.4 in the Lifestyle charts…! …and tenth most popular in the grossing charts for ALL apps…! …successfully competing with porn and dating!! #FutureofResearch!
  • 49. FACTS & FIGURES
  • 50. Gemiddeld gewicht (alle Nederlanders) 90   85   80   75   70   65   60   55   bron:  CBS   50   1991   1996   2001   2006   2011   man   78   80   82   83   84   vrouw   66   67,5   69   70   70  
  • 51. Gemiddelde lengte (alle Nederlanders) 185   180   175   170   165   bron:  CBS   160   1991   1996   2001   2006   2011   man   178   179,5   180   180,5   181   vrouw   167   167,5   167,5   167,5   168  
  • 52. allen gewicht lengte man vrouw 77 84 70 1,75 1,81 1,68
  • 53. Overgewicht in Nederland 60   50   40   30   ernstig overgewicht matig overgewicht 20   10   0   1991   2001   2011   1991   2001   2011   man   man   man   vrouw   vrouw   vrouw   bron:  CBS  
  • 54. BELEVINGSMAATSCHAPPI J
  • 55. BELEVINGSMAATSCHAPPI J •  Het gaat er niet om hoe oud je bent maar om hoe oud je je voelt! •  Het gaat er niet om hoe lang je bent maar om hoe lang je je voelt! •  Het gaat er niet om hoeveel je weegt, maar hoe je je gewicht beleeft!
  • 56. DE PRIJSMETER PETER VAN WESTENDORP lijst met gewichten wanneer vind je dat je weinig weegt? wanneer vind je dat je veel weegt? wanneer vind je dat je te weinig weegt? wanneer vind je dat je te veel weegt?
  • 57. Ons beleefde gewicht (alle Nederlanders) 100%   90%   indifferenIe   gewicht   80%   70%   60%   niet weinig niet veel 50%   te weinig marginale   lichtpunt   40%   marginale   zwaartepunt   te veel 30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 58. Gewichtsbeleving (alle Nederlanders) 100%   90%   80%   70%   60%   mager 50%   te zwaar 40%   30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 59. Gewichtsbeleving (alle Nederlanders) 100%   90%   80%   70%   60%   mager slank 50%   normaal zwaar te zwaar 40%   30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 60. Gewichtsbeleving (alle Nederlanders) 100%   90%   als  meest  normaal  beleefde  gewicht   80%   70%   60%   mager slank 50%   normaal zwaar te zwaar 40%   30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 61. Gewichtsbeleving (alle Nederlanders) 100%   90%   als  meest  normaal  beleefde  gewicht   80%   70%   acceptabele  gewichtsrange   60%   mager slank 50%   normaal zwaar te zwaar 40%   30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 62. Gewichtsbeleving (alle Nederlanders) 100%   90%   80%   70%   60%   te zwaar zwaar 50%   normaal slank mager 40%   30%   20%   10%   0%   <37   42   47   52   57   62   67   72   77   82   87   92   97   102   107   >112  
  • 63. AND NOW FOR SOMETHING COMPLETELY DIFFERENT …. INTERACTIE MET HET PUBLIEK
  • 64. DE BMI (BODY MASS INDEX) MASSA/LENGTE IN METERS² (KG/M²) allen man vrouw gewicht 77 84 70 lengte 1,75 1,81 1,68 BMI 25,1 25,6 24,8 bron: CBS
  • 65. BMI categorie naar politieke voorkeur (TK2012) BMI  categorie  naar  poli0eke  voorkeur  (TK2012)   100%   100%   90%   90%   80%   80%   70%   70%   60%   60%   ondergewicht ondergewicht   normaal normaal   overgewicht overgewicht   ernstig overgewicht ernsIg  overgewicht   50%   50%   40%   40%   30%   30%   20%   20%   10%   small  sample   0%   Allen   Allen   VVD   VVD   PvdA   PvdA   PVV   PVV   CDA   CDA   SP   SP   D66   Gr.  Links   C.  Unie   SGP   PvdD   50Plus   Anders   Niet  Niet   PvdD   50Plus   Anders   D66   Gr.  Links   C.  Unie   SGP  
  • 66. NEED TO KNOW! •  PVV en SP behoren tot de partijen met het meeste gewicht. Maar de wil om er aan te werken is bij de PVV beduidend groter: 35% van de PVV-ers volgt een dieet, onder de SP-stemmers is dit 17%. •  De BMI is voor D66-ers de belangrijkste KPI (24%). Onder alle ondervraagden geldt dat maar voor 17%. •  De belangrijkste KPI voor PVV-ers is het strakker worden van de kledingstukken (26%), onder alle ondervraagden is dat percentage 21.
  • 67. BMI categorie: "Protestpartijen" vs "de rest" 100%   90%   80%   70%   60%   ondergewicht normaal 50%   overgewicht ernstig overgewicht 40%   30%   20%   10%   0%   PVV+SP   anders  
  • 68. BMI categorie: wel vs niet stemmen (TK2012) 100%   90%   80%   70%   60%   ondergewicht normaal 50%   overgewicht ernstig overgewicht 40%   30%   20%   10%   0%   wel  gestemd   niet  gestemd  
  • 69. DE PARADOX •  Als deze regering de betrokkenheid van kiezers bij het bestuur wil verhogen, zal een programma ontwikkeld moeten worden om het electoraat te verzwaren •  Als deze regering haar draagvlak in de kamer wil vergroten, zal een programma ontwikkeld moeten worden om het electoraat lichter te maken
  • 70. Think Different

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