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A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
BEyond	
  Nudge	
  :	
  BE	
  inspired	
  strategic	
  frameworks	
  for	
  
marke8ng	
  and	
  market	
  research	
  
	
  
Crawford	
  Hollingworth,	
  The	
  Behavioural	
  Architects	
  
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	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Beyond	
  Nudge	
  
Unlocking	
  the	
  strategic	
  power	
  of	
  BE	
  
April	
  2012	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
2	
  Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Elevator	
  Pitch	
  –	
  BE	
  and	
  Neuroscience…	
  
3	
  
1.	
  Much	
  of	
  what	
  influences	
  our	
  behaviour	
  is	
  subconscious	
  /	
  below	
  the	
  
surface	
  
	
  
3.	
  We	
  are	
  also	
  subject	
  to	
  a	
  plethora	
  of	
  cogni*ve	
  biases	
  such	
  as	
  herd	
  
ins*nct,	
  loss	
  aversion	
  	
  and	
  scarcity	
  bias	
  
2.	
  We	
  are	
  hugely	
  influenced	
  by	
  the	
  context	
  around	
  us	
  and	
  use	
  anchors,	
  
shortcuts	
  and	
  rules	
  of	
  thumb	
  to	
  navigate	
  this	
  context	
  and	
  make	
  decisions	
  
	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
How	
  does	
  it	
  affect	
  our	
  day	
  jobs?	
  
4	
  
BE	
  challenges	
  and	
  inspires	
  how	
  we	
  think	
  about	
  consumer	
  behaviour	
  and	
  
behavioural	
  change	
  
It	
  offers	
  myriad	
  exci*ng	
  concepts	
  for	
  making	
  sense	
  of	
  what	
  we	
  see.	
  
It	
  challenges	
  and	
  inspires	
  the	
  ques*ons	
  we	
  should	
  ask	
  of	
  consumers	
  and	
  
seek	
  to	
  understand	
  and	
  it	
  provides	
  frameworks	
  for	
  how	
  we	
  structure,	
  
analyse	
  and	
  present	
  research	
  
	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
The	
  paradox	
  of	
  
choice	
  –	
  too	
  
many	
  good	
  
op>ons	
  too	
  many	
  
op8ons	
  can	
  be	
  
paralysing	
  
The	
  power	
  of	
  the	
  
social	
  groups	
  -­‐	
  herds	
  
The	
  commitment	
  
bias	
  
Change	
  the	
  frame	
  
change	
  the	
  picture	
  –	
  
how	
  liLle	
  changes	
  in	
  
how	
  something	
  is	
  
presented	
  changes	
  
the	
  meaning	
  
Rules	
  of	
  thumb	
  
[heuris*cs]	
  and	
  anchors	
  –	
  
we	
  are	
  all	
  cogni>ve	
  misers	
  
Habits	
  and	
  why	
  we	
  
don t	
  like	
  change	
  
Choice	
  architecture	
  –	
  All	
  choices	
  
are	
  rela+ve	
  
Changing	
  the	
  
default	
  seWng	
  
Loss	
  aversion	
  and	
  
endowment	
  -­‐	
  	
  how	
  
dislike	
  loss	
  more	
  than	
  
gain	
  and	
  overvalue	
  
what	
  we	
  have.	
  
Hot	
  and	
  cold	
  
zones-­‐	
  	
  ge0ng	
  
carried	
  away	
  in	
  
the	
  moment	
  
Discoun*ng	
  the	
  
future	
  and	
  the	
  power	
  
of	
  now	
  –Live	
  for	
  
today	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Iden*fying	
  behavioural	
  levers	
  
6	
  
Loss	
  	
  
aversion	
  
Power	
  of	
  	
  
now	
  
Authority	
  
bias	
  
Social	
  
proof	
  
You cannot understand the success of sites like Amazon,
Groupon or Booking.com without understanding BE
principles like social proof, loss aversion and scarcity to
name but a few .
Laurence Boschetto, President of Draft FCB
Scarcity	
  
bias	
  
Social	
  
norms	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
BE	
  Level	
  Two	
  
Harnessing	
  the	
  power	
  of	
  BE	
  at	
  a	
  deeper,	
  strategic	
  level	
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
BE	
  directs	
  us	
  to	
  ….	
  
8	
  
To	
  focus	
  on	
  understanding	
  consumers’	
  behavioural	
  rather	
  than	
  
aQtudinal	
  journey	
  
To	
  consider	
  a	
  wider	
  contextual	
  view	
  of	
  poten>al	
  behavioural	
  
influences.	
  
BE	
  provides	
  us	
  with	
  a	
  strategic	
  framework	
  or	
  architecture	
  for	
  
inves>ga>ng	
  and	
  defining	
  this	
  behavioural	
  journey	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
TRIGGERS	
   BARRIERS	
  
9	
  
Target	
  
Consumer	
  
Behavioural	
  
Journey	
  
Macro	
  societal	
  trends	
  
shaping	
  social	
  norms	
  
&	
  behaviours	
  
Situa+onal	
  drivers	
  of	
  
behaviour	
  in-­‐store,	
  
online	
  etc.	
Behavioural	
  influences	
  
in	
  home	
  /	
  other	
  
consump+on	
  contexts	
  
Brand	
  cues	
  &	
  
shortcuts	
  shaping	
  
consumer	
  behaviour	
  
Contextual	
  	
  
Mapping	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
An	
  inspira*onal	
  way	
  to	
  look	
  more	
  deeply	
  at	
  consumer	
  
behaviour,	
  behavioural	
  change	
  and	
  unlock	
  insight	
  
10	
  
The	
  consumer	
  behavioural	
  journey	
  –	
  conscious	
  and	
  subconscious	
  
triggers	
  and	
  barriers	
  
Providing	
  a	
  behavioural	
  opportunity	
  map	
  for	
  innova>on	
  –	
  wider,	
  
more	
  holis>c	
  model	
  
The	
  choice	
  architecture	
  opera>ng	
  around	
  a	
  category	
  or	
  brand	
  –	
  
inspiring	
  new	
  posi>oning	
  and	
  strategies	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
11	
  Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
12	
  Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
13	
  
Behavioural	
  journey	
  and	
  the	
  influence	
  of	
  different	
  contexts	
  	
  
	
  Surface	
  and	
  explore	
  conscious	
  and	
  subconscious	
  behavioural	
  influences	
  
Framework	
  for	
  brand	
  posi*oning,	
  innova*on	
  spaces	
  and	
  category	
  mapping	
  
A	
  dynamic	
  map	
  of	
  consumer	
  
behaviour	
  	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
14	
  
Believe	
  in	
  BE	
  
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
Q	
  &	
  A	
  
Sue York
NewMR
Crawford Hollingworth
The Behavioural Architects
Speaker: Crawford Hollingworth, The Behavioural Architects, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
16	
  
	
  
	
  
Check	
  out	
  our	
  chapter	
  in	
  ‘Leading	
  Edge	
  Marke>ng	
  Research’	
  	
  
hLp://www.amazon.co.uk/Leading-­‐Edge-­‐Marke>ng-­‐Research-­‐21st-­‐Century/dp/
1412991315	
  
	
  
Or	
  over	
  30	
  ar>cles	
  we	
  have	
  wriLen	
  on	
  BE	
  on	
  both	
  the	
  Research	
  Live	
  and	
  
Marke>ng	
  Society	
  blogs	
  
	
  
Crawford	
  Hollingworth:	
  crawford@thebearchitects.com	
  
	
  
A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
BEyond	
  Nudge	
  :	
  BE	
  inspired	
  strategic	
  frameworks	
  for	
  
marke8ng	
  and	
  market	
  research	
  
	
  
Crawford	
  Hollingworth,	
  The	
  Behavioural	
  Architects	
  
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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Crawford hollingworth behavioural economics - 2012

  • 1. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   BEyond  Nudge  :  BE  inspired  strategic  frameworks  for   marke8ng  and  market  research     Crawford  Hollingworth,  The  Behavioural  Architects   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. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 Beyond  Nudge   Unlocking  the  strategic  power  of  BE   April  2012  
  • 3. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 2  Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 4. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 Elevator  Pitch  –  BE  and  Neuroscience…   3   1.  Much  of  what  influences  our  behaviour  is  subconscious  /  below  the   surface     3.  We  are  also  subject  to  a  plethora  of  cogni*ve  biases  such  as  herd   ins*nct,  loss  aversion    and  scarcity  bias   2.  We  are  hugely  influenced  by  the  context  around  us  and  use  anchors,   shortcuts  and  rules  of  thumb  to  navigate  this  context  and  make  decisions    
  • 5. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 How  does  it  affect  our  day  jobs?   4   BE  challenges  and  inspires  how  we  think  about  consumer  behaviour  and   behavioural  change   It  offers  myriad  exci*ng  concepts  for  making  sense  of  what  we  see.   It  challenges  and  inspires  the  ques*ons  we  should  ask  of  consumers  and   seek  to  understand  and  it  provides  frameworks  for  how  we  structure,   analyse  and  present  research    
  • 6. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 The  paradox  of   choice  –  too   many  good   op>ons  too  many   op8ons  can  be   paralysing   The  power  of  the   social  groups  -­‐  herds   The  commitment   bias   Change  the  frame   change  the  picture  –   how  liLle  changes  in   how  something  is   presented  changes   the  meaning   Rules  of  thumb   [heuris*cs]  and  anchors  –   we  are  all  cogni>ve  misers   Habits  and  why  we   don t  like  change   Choice  architecture  –  All  choices   are  rela+ve   Changing  the   default  seWng   Loss  aversion  and   endowment  -­‐    how   dislike  loss  more  than   gain  and  overvalue   what  we  have.   Hot  and  cold   zones-­‐    ge0ng   carried  away  in   the  moment   Discoun*ng  the   future  and  the  power   of  now  –Live  for   today  
  • 7. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 Iden*fying  behavioural  levers   6   Loss     aversion   Power  of     now   Authority   bias   Social   proof   You cannot understand the success of sites like Amazon, Groupon or Booking.com without understanding BE principles like social proof, loss aversion and scarcity to name but a few . Laurence Boschetto, President of Draft FCB Scarcity   bias   Social   norms  
  • 8. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 BE  Level  Two   Harnessing  the  power  of  BE  at  a  deeper,  strategic  level Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 9. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 BE  directs  us  to  ….   8   To  focus  on  understanding  consumers’  behavioural  rather  than   aQtudinal  journey   To  consider  a  wider  contextual  view  of  poten>al  behavioural   influences.   BE  provides  us  with  a  strategic  framework  or  architecture  for   inves>ga>ng  and  defining  this  behavioural  journey  
  • 10. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 TRIGGERS   BARRIERS   9   Target   Consumer   Behavioural   Journey   Macro  societal  trends   shaping  social  norms   &  behaviours   Situa+onal  drivers  of   behaviour  in-­‐store,   online  etc. Behavioural  influences   in  home  /  other   consump+on  contexts   Brand  cues  &   shortcuts  shaping   consumer  behaviour   Contextual     Mapping   Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 11. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 An  inspira*onal  way  to  look  more  deeply  at  consumer   behaviour,  behavioural  change  and  unlock  insight   10   The  consumer  behavioural  journey  –  conscious  and  subconscious   triggers  and  barriers   Providing  a  behavioural  opportunity  map  for  innova>on  –  wider,   more  holis>c  model   The  choice  architecture  opera>ng  around  a  category  or  brand  –   inspiring  new  posi>oning  and  strategies  
  • 12. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 11  Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 13. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 12  Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 14. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 13   Behavioural  journey  and  the  influence  of  different  contexts      Surface  and  explore  conscious  and  subconscious  behavioural  influences   Framework  for  brand  posi*oning,  innova*on  spaces  and  category  mapping   A  dynamic  map  of  consumer   behaviour     Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 15. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 14   Believe  in  BE   Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
  • 16. Q  &  A   Sue York NewMR Crawford Hollingworth The Behavioural Architects
  • 17. Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 16       Check  out  our  chapter  in  ‘Leading  Edge  Marke>ng  Research’     hLp://www.amazon.co.uk/Leading-­‐Edge-­‐Marke>ng-­‐Research-­‐21st-­‐Century/dp/ 1412991315     Or  over  30  ar>cles  we  have  wriLen  on  BE  on  both  the  Research  Live  and   Marke>ng  Society  blogs     Crawford  Hollingworth:  crawford@thebearchitects.com    
  • 18. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   BEyond  Nudge  :  BE  inspired  strategic  frameworks  for   marke8ng  and  market  research     Crawford  Hollingworth,  The  Behavioural  Architects   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