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Sue bell and suzanne burdon behavioural economics - 2012

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Babies, bathwater and behavioural economics: the challenges for qualita9ve research

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Sue bell and suzanne burdon behavioural economics - 2012

  1. 1. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Babies,  bathwater  and  behavioural  economics:  the   challenges  for  qualita9ve  research     Susan  Bell  and  Suzanne  Burdon,  Susan  Bell  Research     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. 2. ©2012 Susan Bell Research Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au Sue Bell and Suzanne Burdon Babies, bathwater and behavioural economics: the challenges for qualitative research. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1
  3. 3. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Some background Bell, Burdon, Gregory and Watts (2007). Valuing the visceral: The increasing importance of the rapid- affective response in assessing consumer behaviour. International Journal of Market Research (2007) . Volume: 49, Issue: 3, Pages: 299-311 Bell, S and Burdon, S. The Truth is in there. AMSRS Conference Bell, S. How to use discourse analysis in qualitative research. Festival of NewMR
  4. 4. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Qualitative research existsto explore meaning Our core beliefs Behavioural economics? is about understanding behaviour? Quantitative research exists to measure behaviour
  5. 5. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Let’s not throw the baby out with the bathwater
  6. 6. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 54321 Consumers are subject to cognitive biases The strengths of BE Consumers are irrational - often use emotion, heuristics to decide Context and frames influences behaviour Social influence is stronger than we are aware of Cultural influences have real impact on behaviour
  7. 7. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 But BE also has its weaknesses for researchers Social marketing focus Focus is on the bad decisions that consumers make Can be too prescriptive
  8. 8. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Behavioral economics challenges the validity of relying solely on asking consumers direct questions, …. Neil Cole AND…BE has challenged the validity of qual Forget market research, it s all about understanding behavioral economics. Rory Sutherland Focus groups make very little sense Dan Ariely
  9. 9. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 But perhaps doesn’t quite understand about how qual actually works ….. http://bigthink.com/danariely#!video_idea_id=20757 We take 10 people who basically know nothing about your project and you put them in a room and let them talk for a while. Then you take whatever they came up with, as a consequence of these 2 hours of random thinking, and you base your strategy on it.
  10. 10. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 BE s 5 principles So…..A new model 54321 Qualitative Research KeepThrow Add best Bringing the best of BE into the best research
  11. 11. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 What to throw away •  Research that: –  Assumes people can report on their own thinking processes –  Assumes consumers will always want a superior product (versus the status quo) –  Focuses on attitudes –  Focuses on individuals –  Ignores context –  Ignores social effects
  12. 12. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 What to keep •  Research that: –  Brings the world of the consumer to life –  Helps tease out alternative positionings –  Helps us unravel complex decision processes –  Helps people talk about sensitive issues –  Reveals an individual’s emotional inner world –  Teaches us the language that consumers use
  13. 13. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 •  Accept the challenge –  To put behaviour first –  Use more precise models of thinking –  To expect scientific rigour And then from BE
  14. 14. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 •  Can it work in a small qual study? •  Can clients afford it? •  Does it take too long? •  How do you actually do this? FAQ’s
  15. 15. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Let’s say that we received this brief … Charity client’s level of donations has been falling and membership has stagnated. Client wants to commission qualitative research with consumers to find out why. How we would use this for….. Charity brief The research objective To understand behaviour and the triggers and barriers to that behaviour.
  16. 16. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Charity brief 1.Use BE in the design Research design Identify the biases that are most likely to affect the research: • Accessibility heuristic • Anchoring • Framing • Fundamental attribution error • Status quo bias • Social desirability bias Research method Use mixed methods to triangulate.
  17. 17. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Charity brief 2. Choose methods to overcome the biases Status quo bias Frame questions about defaults, as well as active choice. Accessibility heuristic Use discourse analysis as stage 1 to create stimulus materials. Anchoring Include ‘anti-anchor’ strategies in discussion guide. Framing Create concepts which frame the issue in different ways. Attribution error Reveal attribution error to the research participants – challenge their thinking. Social desirability bias Conduct individual interviews or affinity groups.
  18. 18. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Charity brief 3. Report with a BE perspective How to frame the proposition How to use the context of behaviour as part of the mix. How to use the right behavioural triggers Delineate differences between biases, emotional responses, social and cultural influences. How to influence choice Ways to create or overcome defaults, choice architecture.
  19. 19. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 •  How we design and conduct qualitative work for the most meaningful results. •  How we interpret and present qualitative findings. •  How we make it as scientifically valid as possible. •  How we define the qualitative canon for new researchers. Conclusion: how BE helps Behavioural economics forces us to reconsider (not abandon) Best practice qualitative techniques endure as the framework for any new model.
  20. 20. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 X
  21. 21. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 Q & A Sue Bell Susan Bell Research Sue York NewMR Suzanne Burdon Susan Bell Research
  22. 22. ©2012 Susan Bell Research Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au www.sbresearch.com.au www.facebook.com/Susan BellResearch @SueBellResearch
  23. 23. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Babies,  bathwater  and  behavioural  economics:  the   challenges  for  qualita9ve  research     Susan  Bell  and  Suzanne  Burdon,  Susan  Bell  Research     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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