This short deck clarifies the role of behavioural economics in marketing. It defines behavioral economics as a process of experimentation, informed by scientific and psychological insights. When used methodically, it can help us to optimise every touchpoint of the buyer journey.

1. Behavioural economics:
Inviting marketers to experiment
Copyright © 2012 PrimeDecision

2. Understanding of behavioural economics

3. Understanding of behavioural economics
So far, the focus has been on general
principles, not on how to start applying
behavioural economics to marketing.

4. What do marketers really need to know?
 Behavioural economics thrives
in a measurement-focused,
experimental marketing environment.

5. Applying behavioural economics =
 Using scientific insights to inform
tactics and strategies which improve
marketing’s performance.

6. Applying behavioural economics =
 Methodically testing hypotheses
through an experimental, evidence-
based approach.

7. Why it’s valuable:
While marketers typically focus on winning
hearts and minds,
behaviour-led approaches examine the
unnoticed, automatic mental responses
which influence action.

8. Why it’s valuable:
Looking more holistically
at how people make decisions in a
specific context
finds opportunities for enhancement
that might otherwise be missed.

9. Where to apply it:
 Optimisation  Innovation
Finding small tweaks which Re-examining your brand’s
make people more likely to interactions with people to
engage, act or buy. find smarter solutions.
 An iterative approach ideal  Blue-sky thinking about your
for repeated comms, sign- product, service or
ups, apps, sites, purchase marketing, grounded in a
processes etc. contextual analysis of
behaviour.

10. What next?
Go deeper. Read our guide:
prime-decision.com/marketing/

11. PrimeDecision is an independent strategy company specialising in behavioural economics.
Don’t be shy to connect.
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