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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	
  
©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
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
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
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
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
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
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
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.
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
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
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
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
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
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.
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.
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.
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.
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.
Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
NewMR Behavioural Economics Event, 19 April 2012, Session 1
X
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
©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
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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Sue bell and suzanne burdon behavioural economics - 2012

  • 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. ©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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia NewMR Behavioural Economics Event, 19 April 2012, Session 1 X
  • 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. ©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. 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