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![John Kearon, Brainjuicer, UK
Festival of NewMR 2013 - Main Stage
Power of Copying/Status [Social]
‘Sociable alertness’;
I’ll have what (s)he’s having](https://image.slidesharecdn.com/johnkearon-mainstage-2013-150521103129-lva1-app6892/85/Changing-Behaviour-1-Elephant-at-a-Time-23-320.jpg)
![John Kearon, Brainjuicer, UK
Festival of NewMR 2013 - Main Stage
Power of Emotions [Personal]
‘’Love it or Hate it’;
Just don’t forget it…](https://image.slidesharecdn.com/johnkearon-mainstage-2013-150521103129-lva1-app6892/85/Changing-Behaviour-1-Elephant-at-a-Time-27-320.jpg)
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Changing Behaviour 1 Elephant at a Time
The Festival of NewMR 2013 thanks its various sponsors and supporters for making the event possible, including gold sponsors, silver sponsors, session sponsors, and media partners. John Kearon of Brainjuicer, UK gave the main stage presentation, applying behavioral science to better understand decision-making and how to design brands that influence behavior through environmental, social, and personal factors. The presentation discussed concepts like anchoring, scarcity, copying behaviors of others, and leveraging emotions to drive long-term profits.
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Changing Behaviour 1 Elephant at a Time
- 1. The Festival ofNewMR 2013 would not be possible without our sponsors. Thanks to: Gold Sponsors Silver Sponsors Session Sponsors Media Partner Festival Supporters • Q – Research Software • CreaMetrix Research • TapestryWorks • Keen as Mustard • CrowdLab • L&E Research • Schlesinger Associates • Focus Forums • eCGlobal Solutions • Revelation
- 2. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage November 2013 Changing Behaviour 1 Elephant at a Time NewMR Festival
- 3. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Jan 11 3 We think much less than we think we think
- 4. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage
- 5. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage
- 6. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage
- 7. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage 7 Human behaviour driven by two independent brain systems, 1 & 2 … Slow Analytical Propositional Conscious System 2 Fast Intuitive Metaphoric Unconscious System 1 e=mc2
- 8. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Decision-making is like an elephant and its rider: we like to think the logical and deliberative rider is directing things…
- 9. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage But it’s actually the emotional, intuitive and impulsive elephant who’s in charge
- 10. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage and build a path for it…
- 11. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Applying Behavioural Science to Brand Building
- 12. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage The Behavioral Challenge… 1. Define the specific behaviour you want to change. 2. Understand its context – environmental, social and personal. 3. Use behavioural principles to build brands that alter that context to produce the desired behaviour. 4. Test them to make sure they work!
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- 15. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage
- 16. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage 5:1 1:2 A. North, D. Hargreaves and J. McKendrick (1997) Sales Sales Environment
- 17. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Power of Reframing /Anchoring [Environmental ‘Café coffee at home’; machine, ritual, noise, aroma, price, taste
- 18. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Power of Reframing /Anchoring [Environmental ‘Fresh Pillows’; sell-by-date framing
- 19. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage ‘Amount Anchoring’ Anchoring can affect how much people buy and consume, as well as how much they are happy to pay. In one study, a pack design showing many biscuits resulted in 4 times the number of biscuits being consumed than a pack design showing fewer biscuits. Show full baskets and multiple items on your shelf talkers – it will anchor shoppers to the idea that multiple buys are a norm.
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- 21. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage 2
- 22. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Jan 11 Heuristics influenced by social factors Bateson et al, 2006 People pay 2.76 times more on average when eyes are present
- 23. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Power of Copying/Status [Social] ‘Sociable alertness’; I’ll have what (s)he’s having
- 24. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage
- 25. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage ‘Implied Scarcity’ Making a product seem scarce is a well documented and powerful social lever. Giving the impression of scarcity creates a sense of urgency. Make a promotional offer seem scarce by imposing time limits to your promotions, e.g. ‘offer ends today’ or ‘tonight’. This can also be combined with anchoring ‘Max 4 per customer’ to drive volume as well as demand.
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- 27. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage Power of Emotions [Personal] ‘’Love it or Hate it’; Just don’t forget it…
- 28. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage 31% 26% 16% Rational Ad Strategy Combined Emotional Ad Strategy Campaign strategy Which explains why emotional advertising outperforms the rest… % Reporting very large profit gains ‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008 “Emotional campaigns are more effective & more profitable than rational campaigns - even in 'rational' categories…”
- 29. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage And emotional campaigns deliver for the long-term 43% 23%23% Rational Ad Strategy Combined Emotional Ad Strategy Campaign strategy % Reporting very large profit gains Campaigns lasting 3+ years ‘The Long and Short of It’, Binet & Field, IPA, 2013 “The longer the time frame, the more emotions drive profit”
- 30. 68 73 78 82 Straight to VideoPedestrian BlockbusterMust SeeSolid Performance Spend maintains share* *assumes share of voice = share of market Emotion-into-Action™ Score Indication of Efficiency using Emotion-into-Action™ Score Efficiency = share gain/extra share of voice CDM Gorilla ROI £1.85 IPA Silver Tropicana Breakfast in New York ROI £1.83 IPA Silver P&G Thank You Mom 30% higher ROI than P&G average EFFIES Gold ‘Basketball’ 3 Pony
- 31. John Kearon, Brainjuicer,UK Festival of NewMR 2013 - Main Stage ‘Hedonic Bundling’ Some goods are more hedonic than others – i.e. more emotionally charged and indulgent. In bundles, applying discounts to the most hedonic item gives better returns than applying it to the whole bundle. When PepsiCo bundled Mountain Dew and Lays, discounting the drink increased cross purchasing by 18% over the same value offer on the total package. Cosmetics and toiletries bundles could work in the same way.
- 32. Q & A RayPoynter NewMR John Kearon Brainjuicer
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