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The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
The	Connec)on	Between	
Big	Data	and	Behavioural	Economics	
Colin	Ho,	Ph.D.	
December	7,	2016
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Ton	of	Data	Available
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
MANY	ANALYTICAL	TOOLS
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
BUT	NO	FRAMEWORK	TO	GUIDE	US
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Behavioral	Economics	
Provides	a	Framework
6	The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Flow	
1	
The	Data	
2	
NegaAvity	Bias	
3	
EmoAons
THE	DATA
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
7,000	Online	Automo)ve	Reviews	
It	drives	very	well,	easy	to	maneuver,	great	
road	feedback,	and	accelerates	very	well	and	
can	be	quite	fast	-	I	have	a	manual	
transmission.	I've	redlined	it	mulAple	Ames	
and	it	takes	it	like	a	champ.	.	
I	can	beat	a	motor	cycle	off	the	line	and	it	
corners	like	a	demon.	
the	best	part	is	its	sporty	
character-	very	direct	
handling,	great	breaks	and	
engine	that	likes	to	go	in	high	
revs.	
These	cars	are	ever	so	quiet	that	you	barely	
hear	the	motor	on	them.	I	have	the	UlAmate	
package	on	mine,	and	believe	me,	the	seats	
on	this	one	are	purely	luxuriously.	
Engine	is	a	sweeAe.	Good	power	and	torque.
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
From	6	Countries	
Australia	
New	Zealand	
UK	
Ireland	United	States	
Canada
NEGATIVITY	BIAS
11	The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Nega)vity	Bias
12	The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
PosiAve	 PosiAve	 PosiAve	 PosiAve	
NegaAve	
PosiAve
13	The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
5	 1		:
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Reviews	Include	Posi)ve	And	Nega)ve	
Repairs	(41%)	
Electronics	(25%)	
Engine	&	Drive	(23%)	
Unreliable	(9%)	
Dealer	and	Car	Problems	(36%)	
Good	Car	(59%)	
Electronics	(34%)	
Like	the	Drive	(46%)	
Reliable	(19%)	
Like	the	Power	(50%)	
Like	the	windows/interior	(25%)	
Economical	and	PracAcal	(42%)
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Rela)ve	Impact	On	Overall	Ra)ng	
Electronics	(-47)	
Unreliable	(-79)	
Electronics	(+38)	
Reliable	(+48)
EMOTIONS
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Thinking	About	Others	
Family,	Space	
Good	&	Comfortable	
Reliable,	Prac)cal,	Economical	
Like	How	it	Drives	
Design,	Style,	Quality	
Beau)ful,	Luxurious	
Love	the	Car
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Summary	
1	
Big	Data	&	AnalyAcs	
2	
NegaAvity	Bias	
3	
EmoAons
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Colin.Ho@Ipsos.com	
December	7,	2016	
Thank	You!
The	Connec)on	Between	Big	Data	&	Behavioural	Economics	–	Research	Innova)on	
Colin	Ho,	Ipsos,	2016	
Q	&	A	
Ray	Poynter	
The	Future	Place	
Colin	Ho	
Ipsos

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