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Think
Different
Think
Different
So this presentation
is not about..
Digital
Neuro
Technologica
l Innovations

Passive
Measurement

Big
Data
We will focus on
US
The
motivations
and needs
of people

Focus on
people
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 th...
Do we need fancy
new technology to do
that?
van Westendorp
Pricemeter

Ethnographic
research
What is a hot topic that keep
us awake at night,
regardless of culture or
gender?

Health, Weight & Beauty
We will not talk
about
Or Generation XXL
and its impact on society

The
morbidly
obese 	
  
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 he...
Because we know it is
something that everybody can
relate to
Summer’s approaching	
  

Resolutions	
  
Facts
Q. How do you determine
whether you are overweight?
A. “Combination of BMI, tight
clothes and dress sizes”

Tight cl...
BEHAVIOUR CHANGE,
ETHNOGRAPHY,
AND DIETING.
5:2 diet...?

#FutureofResearch!
Pinny, over a month....

Day
1!

Day
4!
Day
2!

Day
3!

#FutureofResearch!
Reflective and Automatic behaviours

0.5%

REFLECTIVE

99.5%
AUTOMATIC

We think far less than we think that we think.
!
#...
The influences on behaviour are complex…

BEHAVIOUR

#FutureofResearch!
Changing behaviour – ‘nudging’ and planning?

Make a!
Plan
!

BEHAVIOUR

Create a
Nudge
!

Respond to cultural cues
!
#Fut...
Analysing the diet
Using the framework in
practice

#FutureofResearch!
Dieting behaviour

Play film

Insight – Food in our lives
https://vimeo.com/
Password: Fast5:2

#FutureofResearch!
#FutureofResearch!
External factors of the 5:2

BEHAVIOUR

#FutureofResearch!
A middle class upbringing

Sunday Lunch
pic

#FutureofResearch!
Culturally: Food Lovers’ Diet

Special cuts of
meat

#FutureofResearch!
An Alluring Environment
Diet is about control, people are looking for Freedom!

#FutureofResearch!
The REFLECTIVE behaviours in dieting

BEHAVIOUR

#FutureofResearch!
Identifying a problem

#FutureofResearch!
The science makes the goal believable

The Science is crucial – it’s about health and weightloss, the book is the
key, the...
Plans must fit into a busy lifestyle

Picture of child
holding onto the
lamp post

#FutureofResearch!
Maintaining belief is important

Mantras

“1lb a week
will still help”

“I can eat what I
want tomorrow”

“This hunger wil...
Automatic behaviours are more powerful

0.5%

REFLECTIVE

99.5%
AUTOMATIC

#FutureofResearch!
Looking at automatic behaviours…

BEHAVIOUR

#FutureofResearch!
Social norms - Competitive eating

Negative heuristic!

Dinner with
hubby and kids

#FutureofResearch!
Negative anchors - ‘Diet’

Negative heuristic!

The word ‘Diet’

#FutureofResearch!
Mental accounting - Calorie calculations

Negative heuristic!

Yoghurt in food

#FutureofResearch!
Social Norms – being left out

Negative heuristic!

#FutureofResearch!
Commitment – a Buddy

Positive heuristic!

Pic of her dad

#FutureofResearch!
Consistency bias – Public

Positive heuristic!

#FutureofResearch!
Reinforcement – 3rd party confirmation

Positive heuristic!

Friend that
knows about 5:2

#FutureofResearch!
Changing behaviour
Making an App from the
research

#FutureofResearch!
Using the research – An App to help dieters

39
!

#FutureofResearch!
A positive anchor – Little mention of a ‘diet’

40
!

#FutureofResearch!
The problem – Starting the plan

41
!

#FutureofResearch!
Creating belief – Referencing the science

42
!

#FutureofResearch!
Calorie counting – Making it easy

43
!

#FutureofResearch!
Reinforcing the reflective – Supportive mantras

Mantras

“1lb a week
will still help”

“I can eat what I
want tomorrow”

...
A flexible diet – adaptable meal plans

45
!

#FutureofResearch!
Making it stick – Social media commitment

46
!

#FutureofResearch!
Changing behaviour – Proof is in the pudding!

47
!

No.4 in the Lifestyle
charts…!

…and tenth most
popular in the grossi...
FACTS & FIGURES
Gemiddeld gewicht (alle Nederlanders)
90	
  

85	
  

80	
  

75	
  

70	
  

65	
  

60	
  

55	
  

bron:	
  CBS	
  
50	...
Gemiddelde lengte (alle Nederlanders)
185	
  

180	
  

175	
  

170	
  

165	
  

bron:	
  CBS	
  
160	
  

1991	
  

199...
allen
gewicht
lengte

man

vrouw

77

84

70

1,75

1,81

1,68
Overgewicht in Nederland
60	
  

50	
  

40	
  

30	
  

ernstig overgewicht
matig overgewicht

20	
  

10	
  

0	
  
1991...
BELEVINGSMAATSCHAPPI
J
BELEVINGSMAATSCHAPPI
J
•  Het gaat er niet om hoe oud je bent maar om hoe oud je je voelt!

•  Het gaat er niet om hoe lan...
DE PRIJSMETER
PETER VAN WESTENDORP

lijst met gewichten
wanneer vind je dat je weinig weegt?
wanneer vind je dat je veel w...
Ons beleefde gewicht (alle Nederlanders)
100%	
  

90%	
  

indifferenIe	
  
gewicht	
  

80%	
  

70%	
  

60%	
  
niet we...
Gewichtsbeleving (alle Nederlanders)
100%	
  

90%	
  

80%	
  

70%	
  

60%	
  

mager

50%	
  

te zwaar
40%	
  

30%	
...
Gewichtsbeleving (alle Nederlanders)
100%	
  

90%	
  

80%	
  

70%	
  

60%	
  
mager
slank
50%	
  

normaal
zwaar
te zw...
Gewichtsbeleving (alle Nederlanders)
100%	
  

90%	
  

als	
  meest	
  normaal	
  beleefde	
  gewicht	
  

80%	
  

70%	
...
Gewichtsbeleving (alle Nederlanders)
100%	
  

90%	
  

als	
  meest	
  normaal	
  beleefde	
  gewicht	
  

80%	
  

70%	
...
Gewichtsbeleving (alle Nederlanders)
100%	
  

90%	
  

80%	
  

70%	
  

60%	
  
te zwaar
zwaar
50%	
  

normaal
slank
ma...
AND NOW FOR
SOMETHING COMPLETELY
DIFFERENT …. INTERACTIE
MET HET PUBLIEK
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 categorie naar politieke voorkeur (TK2012)
BMI	
  categorie	
  naar	
  poli0eke	
  voorkeur	
  (TK2012)	
  

100%	
  
...
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 b...
BMI categorie: "Protestpartijen" vs "de rest"
100%	
  

90%	
  

80%	
  

70%	
  

60%	
  
ondergewicht
normaal

50%	
  

...
BMI categorie: wel vs niet stemmen (TK2012)
100%	
  

90%	
  

80%	
  

70%	
  

60%	
  
ondergewicht
normaal

50%	
  

ov...
DE PARADOX
•  Als deze regering de betrokkenheid van kiezers bij het
bestuur wil verhogen, zal een programma ontwikkeld
mo...
Think
Different
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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Ipsos We think far less than we think we think (MIE 2014)

  1. 1. Think Different
  2. 2. Think Different
  3. 3. So this presentation is not about.. Digital Neuro Technologica l Innovations Passive Measurement Big Data
  4. 4. We will focus on US The motivations and needs of people Focus on people
  5. 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. 6. Do we need fancy new technology to do that? van Westendorp Pricemeter Ethnographic research
  7. 7. What is a hot topic that keep us awake at night, regardless of culture or gender? Health, Weight & Beauty
  8. 8. We will not talk about Or Generation XXL and its impact on society The morbidly obese  
  9. 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. 10. Because we know it is something that everybody can relate to Summer’s approaching   Resolutions  
  11. 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. 12. BEHAVIOUR CHANGE, ETHNOGRAPHY, AND DIETING.
  13. 13. 5:2 diet...? #FutureofResearch!
  14. 14. Pinny, over a month.... Day 1! Day 4! Day 2! Day 3! #FutureofResearch!
  15. 15. Reflective and Automatic behaviours 0.5% REFLECTIVE 99.5% AUTOMATIC We think far less than we think that we think. ! #FutureofResearch!
  16. 16. The influences on behaviour are complex… BEHAVIOUR #FutureofResearch!
  17. 17. Changing behaviour – ‘nudging’ and planning? Make a! Plan ! BEHAVIOUR Create a Nudge ! Respond to cultural cues ! #FutureofResearch!
  18. 18. Analysing the diet Using the framework in practice #FutureofResearch!
  19. 19. Dieting behaviour Play film Insight – Food in our lives https://vimeo.com/ Password: Fast5:2 #FutureofResearch!
  20. 20. #FutureofResearch!
  21. 21. External factors of the 5:2 BEHAVIOUR #FutureofResearch!
  22. 22. A middle class upbringing Sunday Lunch pic #FutureofResearch!
  23. 23. Culturally: Food Lovers’ Diet Special cuts of meat #FutureofResearch!
  24. 24. An Alluring Environment Diet is about control, people are looking for Freedom! #FutureofResearch!
  25. 25. The REFLECTIVE behaviours in dieting BEHAVIOUR #FutureofResearch!
  26. 26. Identifying a problem #FutureofResearch!
  27. 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. 28. Plans must fit into a busy lifestyle Picture of child holding onto the lamp post #FutureofResearch!
  29. 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. 30. Automatic behaviours are more powerful 0.5% REFLECTIVE 99.5% AUTOMATIC #FutureofResearch!
  31. 31. Looking at automatic behaviours… BEHAVIOUR #FutureofResearch!
  32. 32. Social norms - Competitive eating Negative heuristic! Dinner with hubby and kids #FutureofResearch!
  33. 33. Negative anchors - ‘Diet’ Negative heuristic! The word ‘Diet’ #FutureofResearch!
  34. 34. Mental accounting - Calorie calculations Negative heuristic! Yoghurt in food #FutureofResearch!
  35. 35. Social Norms – being left out Negative heuristic! #FutureofResearch!
  36. 36. Commitment – a Buddy Positive heuristic! Pic of her dad #FutureofResearch!
  37. 37. Consistency bias – Public Positive heuristic! #FutureofResearch!
  38. 38. Reinforcement – 3rd party confirmation Positive heuristic! Friend that knows about 5:2 #FutureofResearch!
  39. 39. Changing behaviour Making an App from the research #FutureofResearch!
  40. 40. Using the research – An App to help dieters 39 ! #FutureofResearch!
  41. 41. A positive anchor – Little mention of a ‘diet’ 40 ! #FutureofResearch!
  42. 42. The problem – Starting the plan 41 ! #FutureofResearch!
  43. 43. Creating belief – Referencing the science 42 ! #FutureofResearch!
  44. 44. Calorie counting – Making it easy 43 ! #FutureofResearch!
  45. 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. 46. A flexible diet – adaptable meal plans 45 ! #FutureofResearch!
  47. 47. Making it stick – Social media commitment 46 ! #FutureofResearch!
  48. 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. 49. FACTS & FIGURES
  50. 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. 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. 52. allen gewicht lengte man vrouw 77 84 70 1,75 1,81 1,68
  53. 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. 54. BELEVINGSMAATSCHAPPI J
  55. 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. 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. 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. 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. 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. 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. 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. 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. 63. AND NOW FOR SOMETHING COMPLETELY DIFFERENT …. INTERACTIE MET HET PUBLIEK
  64. 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. 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. 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. 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. 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. 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. 70. Think Different

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