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Brainjuicer behavingeconomicallywiththtruth
- 1. Behaving economically with the truth
- 3. Always start by calling your audience liars….
- 5. Oct 6, 2011 Month Yr
- 6. Oct 6, 2011 Month Yr
- 7. Oct 6, 2011 Month Yr
- 8. Oct 6, 2011 Month Yr
- 10. Intuitive Judgement “ A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?” “ People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahnemann , Nobel Prize Winner
- 11. Human behaviour driven by two independent brain systems, 1 & 2 … Explicit Slow Analytical Learned Propositional Conscious System 2 Implicit Fast Intuitive Instinctive Metaphoric Unconscious System 1
- 12. Implicit has greater processing power (and is less effortful) System 2 System 1 11,000,000 bit/sec Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory". “ We are not thinking machines that feel; we are feeling machines that think” Antonio Damasio 50 bit/sec
- 13. Current view is that emotion simply helps message cut through…
- 14. Current view is that emotion simply helps message cut through…
- 15. But new evidence reveals that the most effective advertising draws people closer to the brand…
- 16. Paul Ekman – how to measure emotion?
- 17. As seen in ‘Lie To Me’ Hit TV Series based on Paul Ekman’s work
- 18. FaceTrace ® - Measuring Emotional Appeal “ Which of these faces best expresses how you feel about this ad?” “ To what degree did this ad make you feel [selected emotion]?” “ And what was it about this idea that made you feel this way?” Captures ‘Reasons for Emotion’ BrainJuicer ® 2006 Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral
- 20. How we make decisions
- 21. How we make decisions Case number across the day Proportion of favourable decisions Danziger et al, 2011
- 22. “ The performance of more effortful tasks will collapse under cognitive load. […] People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahneman , Nobel Prize Winner
- 23. Local Environment Influences 5:1 1:2 A. North, D. Hargreaves and J. McKendrick (1997) Sales Sales
- 24. Choice Influences % of drivers donating organs Johnson & Goldstein (2003) Tick the box if you want to participate in the organ donor programme Tick the box if you don’t want to participate in the organ donor programme
- 25. Social Influences Bateson et al, 2006 People pay 2.76 times more on average when eyes are present
- 27. Wansink & Just, Cornell University Small nudges have been shown to work
- 31. Behavioural Economics (Human Heuristics) A New Social Science Discipline We go with flow We’re present-biased We behave in the moment We maintain a positive self-regard & consistent self-image We copy We do what’s expected of us We’re altruistic We reciprocate We’re influenced by our environment Choices are relative – behaviour depends on options available and how they are presented Our decisions are based on what we can store and mental short-cuts We perceive ‘ value’ inconsistently Individual Factors Social Factors Environment (Physical & Choice Environments) Messenger stronger than message We’re much more likely to do something if we make a public commitment
- 32. What do we believe in? “ Market research at its best is mind expanding & profit enhancing, not just risk reducing. At best, it’s full of insight & illumination that informs & inspires great marketing . At worst, it’s a 120 page insurance policy heavy on numbers, light on insight and usually dead-on-arrival. BrainJuicer’s mission is simple. To significantly improve quantitative research, by translating a generation of breakthroughs in psychology, behaviourial economics & social sciences into Juicy tools that better explain & predict human behaviour . Great researchers, applying Juicy tools on behalf of brave clients makes for better marketing, bigger brands & a rapidly growing business with potential to change the way research is done . John Kearon, Chief Juicer
- 33. Have fun with your knowledge and tools Contempt Surprise Anger Disgust Happiness Sadness Fear Neutral
- 37. Thank you Contact me on :- alex.batchelor@brainjuicer.com and +44 7710 943140
Editor's Notes
- Afternoon everyone. I’d like to open by telling you a quick story about Swedish drivers. Swedish learners have to undergo a rigorous driving test, which is taken in three parts in the following order: First, a slippery road test – 4hrs of theory and practical driving exercises in slippery or hazardous road conditions Second, a theory test of 65 questions requiring a pass rate of 80%. This can only be scheduled after you have taken 14 pre-tests. Finally, a 45 minute driving test , which includes three additional mini tests relating to your car – an engine check, an inside car check and a light check. This driving test can only be taken after you have driven at least once with an instructor and demonstrated that you are ready to take the test. So is it any wonder that Swedish drivers think that they are pretty good drivers? In actual fact, Swedish drivers are so confident, that when surveyed, 50% of them believe themselves to be in the best 10% of drivers in the country. It’s perfectly understandable that they should feel this way, but quite obviously an impossibility. And I’m similar stories could be told about how good we think we are as lovers. The truth is that we humans are self-deceit machines . We are very poor witnesses to our own behaviour and to our own motivations. But central to most of our market research tools is the belief that the best way to elicit the truth is to observe or ask individuals for their own opinions, motivations and predicted behaviour. At the same time, the latest social science and evolutionary psychology is showing the degree to which humans are a ‘we’ species with an incredibly well developed ability to observe others, quickly assess people and a situation and predict people’s future behaviour .