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Stephen Paton Research Innovation 2016

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What is that knocking? A step into the future or one step closer to obsolescence? In this information heavy, attention light world, Market Research professionals cannot afford to stand still. We need to understand which of the ever increasing new technologies and methodologies we need to embrace while we struggle with the increasing demands of today’s fast paced world. Where does Behavioral Economics fit? Is it a threat? A Distraction? Or is there something here to embrace to provide increased value to our end clients? After more than 20 years as a client-side researcher, Stephen will discuss the role of BE in a researchers world, and how his experience in embracing BE to drive better research results could assist you too and add BE to your toolkit.

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Stephen Paton Research Innovation 2016

  1. 1. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 Behavioural Economics Stephen Paton BEyond Research Australia 7 December 2016 Your Photo “Is that a wolf at the door or opportunity knocking?”
  2. 2. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 BEHAVIOURAL ECONOMICS – No longer the shiny new object o  ESOMAR best paper in 2012 o  Increasingly seen in Conferences o  Book – after book – after book o  We know the names
  3. 3. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 NUDGE UNITS AROUND THE WORLD
  4. 4. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 MAKING HEADWAY IN BUSINESS AND RESEARCH
  5. 5. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 WHO’S THAT A KNOCKIN’?
  6. 6. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 NOT HELPING
  7. 7. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 I’M GETTING A LITTLE TIRED OF…
  8. 8. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 WHAT WE SEEK TO DO IS HARD
  9. 9. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 WE FOCUS ON THE PROCESS WE RESPOND WITH NEW TECHNOLOGY AND NEW METHODS
  10. 10. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 THERE IS NO 1 FIT SOLUTION Qualitative, Quantitative, Choice Models, Panels, Offline, Online, Market Research Online Communities, Focus Groups, In-depth interviews, Ethnography, Gamification, Games, Secondary Research… Success comes from a combination of the right fit
  11. 11. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 BEHAVIOURAL ECONOMICS - UNSEEN PATHWAYS THAT GUIDE US o  Biases o  Heuristics o  Social Influences o  Context Influences
  12. 12. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 DECISION SATISFICING HEURISTICS Process at 15-16 bits per second Process at 11 MILLION bits per second SUBCONSCIOUSLY PROCESS CONSCIOUSLY PROCESS SHORTCUTS
  13. 13. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 EVOLUTION GUIDES US
  14. 14. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 WHAT SHOULD YOU DO B.E. provides additional tools & frameworks to help you do your job
  15. 15. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 LIKE THIS ONE EASY
  16. 16. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 REMEMBER TO EXPERIMENT
  17. 17. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 FOCUS ON THE BEHAVIOUR
  18. 18. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 USE THE SIMPLE FRAMING + ANCHORING
  19. 19. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 BUT REMEMBER THERE IS A WHOLE LOT MORE
  20. 20. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 AND REMEMBER THESE INFLUENCES ARE EVERYWHERE UNDERSTAND BIASES IMPACTING DECISION MAKING IN YOUR ORGANISATION AND YOU •  Availability heuris@cs •  Conformity bias •  Conforma@on bias •  Planning Fallacy •  Overconfidence bias
  21. 21. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 SO DON’T LEAVE THE B.E. WOLF AT THE DOOR – INVITE HIM INSIDE YOU NEED HIM AND HE NEEDS YOU
  22. 22. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 Thank You! Your Photo @stephengpaton Stephen Paton steve@beyondresearch.com.au
  23. 23. Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 Q & A Sue York The Handbook of Mobile Market Research Stephen Paton Beyond Research Your Photo

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