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Treat Me Like A Human, Dammit! 
The Importance of Behavioural Psychology on Digital Strategy 
21 November 2014
Behavioural what now?
Have I heard that somewhere before?
Urgency Comfort 
Bargain
Extra Urgency! 
Extra Comfort!
But these are tactics not strategies
User-Centric Design
Never the first 
First MP3 Player 1998 iPod 2001 
First smartphone 1999 iPhone 2007 
First tablet Computer 1996 iPad 2010
Just the best to use
Apple understand human beings
Queuing for an iPad
Hang on, understanding humans is a 
novel idea?
Unfortunately, yes
Unfortunately, yes
Unfortunately, yes
Behavioural Psychology 
Gives us a way to understand humans 
Helps us to understand … 
Who they are. 
Why they behave in t...
Expect irrational behaviour.
Fine, but how do we create a strategy 
for the irrational?
Enough with the research!
You’re going to trust what people say? 
Ambiguity effect 
Anchoring orfocalism 
Attentional bias 
Availability heuristic 
...
“If I had asked people what they 
wanted, they would have said …
Review assumptions 
Oh look a nice, rational funnel. 
I start at the top and consider all the products. 
I carefully remov...
Deliver rational and emotional reasons
Test, learn, do it again! 
Test 
Learn 
Improve
Don’t trust people, trust actions
We can change things
Digital strategy then … 
Accept people are irrational. 
Give them emotional and rational reasons to purchase. 
Observe don...
Thank you. 
@adamsefton 
adam.sefton@readingroom.com
The importance of behavioural psychology on digital strategy
The importance of behavioural psychology on digital strategy
The importance of behavioural psychology on digital strategy
The importance of behavioural psychology on digital strategy
The importance of behavioural psychology on digital strategy
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The importance of behavioural psychology on digital strategy

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New technologies, platforms and social contexts continue to disrupt business decision making. On behalf of brands and other clients the marketing and advertising industry continually seeks to exploit the potential of new targeting and personalisation technologies. Digital marcomms experts are increasingly turning to behavioural sciences to understand and influence consumer behaviour.

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The importance of behavioural psychology on digital strategy

  1. 1. Treat Me Like A Human, Dammit! The Importance of Behavioural Psychology on Digital Strategy 21 November 2014
  2. 2. Behavioural what now?
  3. 3. Have I heard that somewhere before?
  4. 4. Urgency Comfort Bargain
  5. 5. Extra Urgency! Extra Comfort!
  6. 6. But these are tactics not strategies
  7. 7. User-Centric Design
  8. 8. Never the first First MP3 Player 1998 iPod 2001 First smartphone 1999 iPhone 2007 First tablet Computer 1996 iPad 2010
  9. 9. Just the best to use
  10. 10. Apple understand human beings
  11. 11. Queuing for an iPad
  12. 12. Hang on, understanding humans is a novel idea?
  13. 13. Unfortunately, yes
  14. 14. Unfortunately, yes
  15. 15. Unfortunately, yes
  16. 16. Behavioural Psychology Gives us a way to understand humans Helps us to understand … Who they are. Why they behave in the way that they do. How better to appeal to them.
  17. 17. Expect irrational behaviour.
  18. 18. Fine, but how do we create a strategy for the irrational?
  19. 19. Enough with the research!
  20. 20. You’re going to trust what people say? Ambiguity effect Anchoring orfocalism Attentional bias Availability heuristic Availability cascade Backfire effect Bandwagon effect Base rate fallacy or base rate neglect Belief bias Bias blind spot Cheerleader effect Choice-supportive bias Clustering illusion Confirmation bias Congruence bias Conjunction fallacy Conservatism orregressive bias Conservatism (Bayesian) Contrast effect Curse of knowledge Decoy effect Denomination effect Distinction bias Duration neglect Empathy gap Endowment effect Essentialism Exaggerated expectation Experimenter'sor expectation bias Focusing effect Forer effect orBarnum effect Framing effect Frequency illusion Functional fixedness Gambler's fallacy Hard–easy effect Hindsight bias Hostile media effect Hot-hand fallacy Hyperbolic discounting Identifiable victim effect IKEA effect Illusion of control Illusion of validity Illusory correlation Impact bias Information bias Insensitivity to sample size Irrational escalation Less-is-better effect Loss aversion Mere exposure effect Money illusion Moral credential effect Negativity effect Negativity bias Neglect of probability Normalcy bias Not invented here Observation selection bias Observer-expectancy effect Omission bias Optimism bias Ostrich effect Outcome bias Overconfidence effect Pareidolia Pessimism bias Planning fallacy Post-purchase rationalization Pro-innovation bias Pseudocertainty effect Reactance Reactive devaluation Recency illusion Restraint bias Rhyme as reason effect Risk compensation / Peltzman effect Selective perception Semmelweis reflex Social comparison bias Social desirability bias Status quo bias Stereotyping Subadditivity effect Subjective validation Survivorship bias Time-saving bias Unit bias Well travelled road effect Zero-risk bias Zero-sum heuristic Actor–observer bias Defensive attribution hypothesis Dunning–Kruger effect Egocentric bias Extrinsic incentives bias False consensus effect Forer effect(aka Barnum effect) Fundamental attribution error Group attribution error Halo effect Illusion of asymmetric insight Illusion of external agency Illusion of transparency Illusory superiority Ingroup bias Just-world hypothesis Moral luck Naïve cynicism Naïve realism Outgroup homogeneity bias Projection bias Self-serving bias Shared information bias System justification Trait ascription bias Ultimate attribution error Worse-than-average effect Bizarreness effect Choice-supportive bias Change bias Childhood amnesia Conservatism or Regressive bias Consistency bias Context effect Cross-race effect Cryptomnesia Egocentric bias Fading affect bias False memory Generation effect) effect(Self-generation Google effect Hindsight bias Humor effect Illusion of truth effect Illusory correlation Lag effect Leveling and Sharpening Levels-of-processing effect List-length effect Misinformation effect Modality effect Mood-congruent memory bias Next-in-line effect Part-list cueing effect Peak–end rule Persistence Picture superiority effect Positivity effect Primacy effectt, Recency effect & Serial position effect Processing difficulty effect Reminiscence bump Rosy retrospection Self-relevance effect Source confusion Spacing effect Spotlight effect Stereotypical bias Suffix effect Suggestibility Telescoping effect Testing effect Tip of the tonguephenomenon Verbatim effect Von Restorff effect Zeigarnik effect
  21. 21. “If I had asked people what they wanted, they would have said …
  22. 22. Review assumptions Oh look a nice, rational funnel. I start at the top and consider all the products. I carefully remove products as we go. I never add products back in. And eventually I buy something.
  23. 23. Deliver rational and emotional reasons
  24. 24. Test, learn, do it again! Test Learn Improve
  25. 25. Don’t trust people, trust actions
  26. 26. We can change things
  27. 27. Digital strategy then … Accept people are irrational. Give them emotional and rational reasons to purchase. Observe don’t ask directly. Test, learn, improve. Don’t fear change – nothing is ever complete!
  28. 28. Thank you. @adamsefton adam.sefton@readingroom.com

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