We show how online reviews analyzed and viewed through the lens of behavioral economics can provide insights into consumers’ perceptions and emotions. We web scraped and analyzed 7,000 online automotive reviews across six countries. We found that 1) negative events have a greater impact than positive events on consumers’ brand evaluations, and 2) the emotions experienced by consumers differ by car models. By analyzing big data through the lens of behavioral economics, marketers can better understand how to market and manage their brands.

1. 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

2. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
Ton of Data Available

3. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
MANY ANALYTICAL TOOLS

4. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
BUT NO FRAMEWORK TO GUIDE US

5. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
Behavioral Economics
Provides a Framework

6. 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

7. THE DATA

8. 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.

9. 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

10. NEGATIVITY BIAS

11. 11 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
Nega)vity Bias

12. 12 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
PosiAve PosiAve PosiAve PosiAve
NegaAve
PosiAve

13. 13 The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
5 1 :

14. 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%)

15. 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)

16. EMOTIONS

17. 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

18. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016

19. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016

20. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016

21. 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

22. The Connec)on Between Big Data & Behavioural Economics – Research Innova)on
Colin Ho, Ipsos, 2016
Colin.Ho@Ipsos.com
December 7, 2016
Thank You!

23. 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