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Colin Ho Research Innovation 2016

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We show how online reviews analyzed and viewed through the lens of behavioral economics can provide insights into consumers’ perceptions and emotions. We web scraped and analyzed 7,000 online automotive reviews across six countries. We found that 1) negative events have a greater impact than positive events on consumers’ brand evaluations, and 2) the emotions experienced by consumers differ by car models. By analyzing big data through the lens of behavioral economics, marketers can better understand how to market and manage their brands.

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Colin Ho Research Innovation 2016

  1. 1. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 The Connec)on Between Big Data and Behavioural Economics Colin Ho, Ph.D. December 7, 2016
  2. 2. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Ton of Data Available
  3. 3. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 MANY ANALYTICAL TOOLS
  4. 4. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 BUT NO FRAMEWORK TO GUIDE US
  5. 5. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Behavioral Economics Provides a Framework
  6. 6. 6 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Flow 1 The Data 2 NegaAvity Bias 3 EmoAons
  7. 7. THE DATA
  8. 8. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 7,000 Online Automo)ve Reviews It drives very well, easy to maneuver, great road feedback, and accelerates very well and can be quite fast - I have a manual transmission. I've redlined it mulAple Ames and it takes it like a champ. . I can beat a motor cycle off the line and it corners like a demon. the best part is its sporty character- very direct handling, great breaks and engine that likes to go in high revs. These cars are ever so quiet that you barely hear the motor on them. I have the UlAmate package on mine, and believe me, the seats on this one are purely luxuriously. Engine is a sweeAe. Good power and torque.
  9. 9. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 From 6 Countries Australia New Zealand UK Ireland United States Canada
  10. 10. NEGATIVITY BIAS
  11. 11. 11 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Nega)vity Bias
  12. 12. 12 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 PosiAve PosiAve PosiAve PosiAve NegaAve PosiAve
  13. 13. 13 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 5 1 :
  14. 14. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Reviews Include Posi)ve And Nega)ve Repairs (41%) Electronics (25%) Engine & Drive (23%) Unreliable (9%) Dealer and Car Problems (36%) Good Car (59%) Electronics (34%) Like the Drive (46%) Reliable (19%) Like the Power (50%) Like the windows/interior (25%) Economical and PracAcal (42%)
  15. 15. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Rela)ve Impact On Overall Ra)ng Electronics (-47) Unreliable (-79) Electronics (+38) Reliable (+48)
  16. 16. EMOTIONS
  17. 17. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Thinking About Others Family, Space Good & Comfortable Reliable, Prac)cal, Economical Like How it Drives Design, Style, Quality Beau)ful, Luxurious Love the Car
  18. 18. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016
  19. 19. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016
  20. 20. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016
  21. 21. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Summary 1 Big Data & AnalyAcs 2 NegaAvity Bias 3 EmoAons
  22. 22. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Colin.Ho@Ipsos.com December 7, 2016 Thank You!
  23. 23. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on Colin Ho, Ipsos, 2016 Q & A Ray Poynter The Future Place Colin Ho Ipsos

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