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A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
Asking	
  Ques+ons	
  Without	
  Asking	
  The	
  Ques+on	
  
	
  
Neil	
  Gains,	
  Tapestry	
  Works	
  
	
  
Event	
  sponsored	
  by	
  Greenbook	
  
All	
  copyright	
  owned	
  by	
  The	
  Future	
  Place	
  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informa>on	
  about	
  Greenbook	
  visit	
  www.greenbookblog.org	
  
For	
  more	
  informa>on	
  about	
  NewMR	
  events	
  visit	
  newmr.org	
  
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking Questions Without
Asking The Question
Neil Gains, Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking the wrong questions?
1.  Market research asks too many
‘questions’
2.  Consumers do not have the ‘answers’
and asking questions forces them to give
wrong ones
3.  Avoid asking questions and find smarter
to ways to get the answers
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
3 key concerns
1.  Most decision making is unconscious
2.  Questions are highly dependent on
framing to get the right answers
3.  Asking questions changes the consumer
experience
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
11,000,000
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
16
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
(Not Quite) Total Recall
1.  Original context
2.  Free recall
3.  Expert knowledge
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Design for questions
Colour
Thickness
5.5
5.1
5.9
5.5
6.1
6.4
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Modeling answers
Colour
Thickness
5.5
5.1
5.9
5.5
6.1
6.4
Increased levels of
liking
6.7
6.4
6.1
5.85.2 5.5
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking the right questions
1.  Measure real behaviours, consumption,
non-verbal responses
2.  Focus on the key question only (if you
must)
3.  Use smart design and analysis to reveal
the true answers
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Thank you
Neil Gains
Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Q & A
Sue York
NewMR
Neil Gains
Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Neil Gains
Read	
  Neil’s	
  blog	
   	
   	
  	
  	
  @	
  hEp://www.inspectorinsight.com/	
  
	
   	
   	
  	
  	
  @	
  hEp://www.doctordisrup>on.com/	
  
Follow	
  Neil’s	
  tweets	
   	
  	
  	
  @	
  hEp://twiEer.com/neilgains	
  
Connect	
  with	
  Neil	
  on	
  LinkedIn	
  @	
  hEp://sg.linkedin.com/in/neilgains	
  
A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
Asking	
  Ques+ons	
  Without	
  Asking	
  The	
  Ques+on	
  
	
  
Neil	
  Gains,	
  Tapestry	
  Works	
  
	
  
Event	
  sponsored	
  by	
  Greenbook	
  
All	
  copyright	
  owned	
  by	
  The	
  Future	
  Place	
  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informa>on	
  about	
  Greenbook	
  visit	
  www.greenbookblog.org	
  
For	
  more	
  informa>on	
  about	
  NewMR	
  events	
  visit	
  newmr.org	
  

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Neil gains behavioural economics - 2012

  • 1. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Asking  Ques+ons  Without  Asking  The  Ques+on     Neil  Gains,  Tapestry  Works     Event  sponsored  by  Greenbook   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org   For  more  informa>on  about  NewMR  events  visit  newmr.org  
  • 2. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Asking Questions Without Asking The Question Neil Gains, Tapestry Works
  • 3. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Asking the wrong questions? 1.  Market research asks too many ‘questions’ 2.  Consumers do not have the ‘answers’ and asking questions forces them to give wrong ones 3.  Avoid asking questions and find smarter to ways to get the answers
  • 4. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 5. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 3 key concerns 1.  Most decision making is unconscious 2.  Questions are highly dependent on framing to get the right answers 3.  Asking questions changes the consumer experience
  • 6. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 7. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 8. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 11,000,000
  • 9. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 16
  • 10. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 11. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 12. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 13. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 14. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 15. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 16. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 17. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 18. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 (Not Quite) Total Recall 1.  Original context 2.  Free recall 3.  Expert knowledge
  • 19. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 20. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Design for questions Colour Thickness 5.5 5.1 5.9 5.5 6.1 6.4
  • 21. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Modeling answers Colour Thickness 5.5 5.1 5.9 5.5 6.1 6.4 Increased levels of liking 6.7 6.4 6.1 5.85.2 5.5
  • 22. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 23. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Asking the right questions 1.  Measure real behaviours, consumption, non-verbal responses 2.  Focus on the key question only (if you must) 3.  Use smart design and analysis to reveal the true answers
  • 24. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Thank you Neil Gains Tapestry Works
  • 25. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Q & A Sue York NewMR Neil Gains Tapestry Works
  • 26. Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2 Neil Gains Read  Neil’s  blog          @  hEp://www.inspectorinsight.com/            @  hEp://www.doctordisrup>on.com/   Follow  Neil’s  tweets        @  hEp://twiEer.com/neilgains   Connect  with  Neil  on  LinkedIn  @  hEp://sg.linkedin.com/in/neilgains  
  • 27. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Asking  Ques+ons  Without  Asking  The  Ques+on     Neil  Gains,  Tapestry  Works     Event  sponsored  by  Greenbook   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org   For  more  informa>on  about  NewMR  events  visit  newmr.org