Angus Carbarns, Director of Strategy at UX consultancy We Are Engines, explores key psychological biases underpinning consumer decision-making and their impact on market research and strategy. Rich in case studies and actionable take-aways, this talk should be of interest to brand managers, marketers, researchers and designers alike.
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
Challenges of Traditional Market Research - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications Today’s Market Research Challenges
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
“I know that half the money I spend on advertising is wasted, I just do not know which half.”
John Wanamaker (1876)
Are You a Savvy Decision Maker?
True or False
Spectacularly bad decisions get a lot of media attention, but in fact most decisions that companies make every day are sound ones.
Results: False. Research shows that 50% of all decisions managers make go wrong in one way or another.
Executives in most companies are so wary of failure that they rely heavily on decision-making methods that have been proven to work in the past.
Results: False. Nutt has found that "decision-makers are prone to using tactics with poor track records, applying them in two-thirds of their decisions.”
Adapted from Why Decisions Fail: Avoiding the Traps and Blunders that Lead to Debacles, by Paul C. Nutt.
Decision-making is complex and not always rational or practical.
Emotions are Stronger than Rationality
Decision making involves multiple areas of the brain, most of which are subconscious or emotional.
For example, the amygdala is an important structure in assigning emotional meaning, such as joy or sadness.
What Are You Really Buying?
Top 3 Challenges of Traditional Market Research
1. People will not or cannot say what they feel.
Data collected is expressive (spoken) hence subjective.
Analysis based on subjective data is anecdotal.
Top 3 Challenges of Traditional Market Research
2. Conducting traditional market research is time consuming.
Devising the right questions takes a long time.
Risk to not address business problem because the wrong questions was asked.
Top 3 Challenges of Traditional Market Research
3. Failure to apply findings to corporate environment.
Failure to think strategically.
Data providers vs strategy advisors.
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Learn more at www.trueimpact.ca
The Decision Making Process - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications The Decision Making Process
By Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
The 3 Brains of Decision-Making
Subconscious to Conscious Thought
Understanding Customer Emotions Benefits the Entire Organization
Neuromarketing Applied to All Media
Top 3 Neuromarketing Applications
Optimize any communication to elicit positive emotions, and increase propensity to buy.
Take the risk and guesswork out of Marketing.
Ultimately understand what your customers want, before they express it.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
True Impact – Neuromarketing Process
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Technologies: fMRI, EEG, eye-tracking
Learn more at www.trueimpact.ca
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
Challenges of Traditional Market Research - Neuromarketing Overview True Impact
Neuromarketing: The Future of Better Communications Today’s Market Research Challenges
Diana Lucaci, Founder & CEO
www.trueimpact.ca| True Impact | @dianalucaci
Canadian Chair, Neuromarketing Science and Business Association
“I know that half the money I spend on advertising is wasted, I just do not know which half.”
John Wanamaker (1876)
Are You a Savvy Decision Maker?
True or False
Spectacularly bad decisions get a lot of media attention, but in fact most decisions that companies make every day are sound ones.
Results: False. Research shows that 50% of all decisions managers make go wrong in one way or another.
Executives in most companies are so wary of failure that they rely heavily on decision-making methods that have been proven to work in the past.
Results: False. Nutt has found that "decision-makers are prone to using tactics with poor track records, applying them in two-thirds of their decisions.”
Adapted from Why Decisions Fail: Avoiding the Traps and Blunders that Lead to Debacles, by Paul C. Nutt.
Decision-making is complex and not always rational or practical.
Emotions are Stronger than Rationality
Decision making involves multiple areas of the brain, most of which are subconscious or emotional.
For example, the amygdala is an important structure in assigning emotional meaning, such as joy or sadness.
What Are You Really Buying?
Top 3 Challenges of Traditional Market Research
1. People will not or cannot say what they feel.
Data collected is expressive (spoken) hence subjective.
Analysis based on subjective data is anecdotal.
Top 3 Challenges of Traditional Market Research
2. Conducting traditional market research is time consuming.
Devising the right questions takes a long time.
Risk to not address business problem because the wrong questions was asked.
Top 3 Challenges of Traditional Market Research
3. Failure to apply findings to corporate environment.
Failure to think strategically.
Data providers vs strategy advisors.
Why Does it Matter?
Competitive Marketing landscape.
Impulse buying, confusion in marketplace.
Conventional marketing is disruptive.
Shift to digital, inbound marketing.
Marketing & Advertising need better tools.
De-clutter – Simplify messaging and visuals.
Differentiate – Sharp contrast against competition.
Build brands – Brands are shortcuts to reward.
Adapted from Gemma Calvert, Neurosense, Chair of Applied Neuroimaging, University of Warwick.
Future of Neuromarketing
Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012. (Source: Deloitte TMT Predictions 2012)
About True Impact
True Impact provides Neuromarketing research and strategy, to solve Marketing and Advertising challenges.
Learn more at www.trueimpact.ca
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
NEUROMARKETING - Dissertation (English version, presentation only)Valentin Oliver
Exhaustive research in which the pioneer medical of neurosciences team from Hospital Clinic de Barcelona, Hospital Sagrat Cor, Clinica Sagrada Familia have provided their background and research in this field; marketing professionals such as Mindmetic, Martin Linstrom; and contrasted with academic papers, journals with referee (i.e. AdAge, International Journal of Market Research, etc).
Research supervised and conducted by M.Tena, and done by Valentin Oliver (B.A. in IQS School of Management).
An exploration of neuromarketing, psychology and simply brilliant quotes from Jonah Lehrer's How We Decide, Roger Dooley's Brainfluence, and Marketing Lindstrom's Buy-Ology and Brandwashed. Also a couple quotes from Douglas Rushkoff's Coercion. For more on the future of marketing see: http://www.strategylab.ca/.
Human beings make most of their decisions based on emotion. Effective marketing strategies appeal to human emotions. How will your service/product make the consumer feel?
People are happy when they get what they need. In the context of marketing, this means delivering product attributes and benefits that meet consumers' and shoppers’ needs, which is the focus of marketing today. While making people happy certainly contributes to a brand being liked and trusted, it doesn’t go far enough. Delivering emotional meaning is how brands will build real competitive advantage in the future. Meaning involves “understanding one’s life beyond the here and now.” For a brand to be meaningful, it must reflect consumers' and shoppers’ emotional truths relevant to the brand and its category.
Applications of Behavioural Economics to consumer insightErica van Lieven
Shown at the AMSRS National Conference 2013 this presentation on Behavioural economics by Ben Wright highlights the very interesting findings from a small exploratory study that could serve as the basis to the beginnings of a revolutionary measure in the market research industry.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
This paper explores five shopper fallacies - assumptions we have about our shoppers that are false – and five new shopper truths that will help marketers in any industry to connect, engage, and inspire their shoppers to purchase their brands. The truths presented in this paper are relevant to any business whether packaged goods, durables, or financial services.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
Get to know How and What Role Brain Plays in Online Domain. Factors for consideration and emphasis for Online Businesses. Content Creation to engagement to conversion.
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
NEUROMARKETING - Dissertation (English version, presentation only)Valentin Oliver
Exhaustive research in which the pioneer medical of neurosciences team from Hospital Clinic de Barcelona, Hospital Sagrat Cor, Clinica Sagrada Familia have provided their background and research in this field; marketing professionals such as Mindmetic, Martin Linstrom; and contrasted with academic papers, journals with referee (i.e. AdAge, International Journal of Market Research, etc).
Research supervised and conducted by M.Tena, and done by Valentin Oliver (B.A. in IQS School of Management).
An exploration of neuromarketing, psychology and simply brilliant quotes from Jonah Lehrer's How We Decide, Roger Dooley's Brainfluence, and Marketing Lindstrom's Buy-Ology and Brandwashed. Also a couple quotes from Douglas Rushkoff's Coercion. For more on the future of marketing see: http://www.strategylab.ca/.
Human beings make most of their decisions based on emotion. Effective marketing strategies appeal to human emotions. How will your service/product make the consumer feel?
People are happy when they get what they need. In the context of marketing, this means delivering product attributes and benefits that meet consumers' and shoppers’ needs, which is the focus of marketing today. While making people happy certainly contributes to a brand being liked and trusted, it doesn’t go far enough. Delivering emotional meaning is how brands will build real competitive advantage in the future. Meaning involves “understanding one’s life beyond the here and now.” For a brand to be meaningful, it must reflect consumers' and shoppers’ emotional truths relevant to the brand and its category.
Applications of Behavioural Economics to consumer insightErica van Lieven
Shown at the AMSRS National Conference 2013 this presentation on Behavioural economics by Ben Wright highlights the very interesting findings from a small exploratory study that could serve as the basis to the beginnings of a revolutionary measure in the market research industry.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
This paper explores five shopper fallacies - assumptions we have about our shoppers that are false – and five new shopper truths that will help marketers in any industry to connect, engage, and inspire their shoppers to purchase their brands. The truths presented in this paper are relevant to any business whether packaged goods, durables, or financial services.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
Does marketing’s future lie in behavioral psychology?EpicIndiaGroup
Behavioral psychology, a science that explains how people make decisions, must be applied to marketing strategies to ensure that they are effective.
Since our target audiences have limited time and attention, marketers must understand how individuals make decisions in order to influence customers.
Excelente explicación de cómo es necesario empatizar cn las emociones de nuestros clientes, más allá de las explicaciones racionales que estos dan de sus actos y emociones
Harvesting the value from Advanced AnalyticsJaap Vink
In general, Analytics help you leverage investments that you have done already in your IT investments, on ERP, on CRM systems, on sales
force automation systems, and on all
the data collection that you put in
place.
Unfortunately, reality isn’t that
straightforward. It’s still a struggle
for most companies to drive valuable
insight into the data they have.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Housekeeping.
Please Tweet using #CIMEvents and tag @CIMinfo_Scot
Post questions at Sli.do/PerfI and we’ll get to them at the end.
3. A little bit about me.
•Hi, I’m Angus Carbarns
•I run We Are Engines - a digital strategy, research and
marketing consultancy
•My goal is to make strategy and research more
accessible, so companies of all sizes can be more
effective
•I’m also a social science and qualitative research nerd
7. 1. Why validity in market research, and why now?
2. What we can learn from social science about bias and behaviour
3. Making behavioural science more relevant for marketers
4. How to do research that’s more valid and useful
11. 95% of new products fail.
Harvard Business Review
Most organisations aren’t
very strong at evaluating
whether the research they’re
doing is actually any good.
13. “No other product had ever performed so poorly in
consumer testing; the look, the taste, and the mouth-
feel were regarded as ‘disgusting’ and the idea that it
‘stimulates mind and body’ didn’t persuade anyone
the taste was worth tolerating.”
From Consumer.ology by Philip Graves
14. Demand for new insights comes at a cost.
•Increased pressure on research provers to differentiate and innovate services
•This has led to an explosion of ‘new’ methods and techniques
•But not all data is good data
•In the wrong hands, we can run into issues of validity and bias very quickly
15. How research plays out in most organisations.
Someone
identifies a complex
‘problem’
We conduct or
commission
research to find out
how to solve it
Re-assurance
comes from
‘significance’ or
‘depth’
Insights are
disseminated and
acted upon
16. But two key questions are often missing.
Someone
identifies a complex
‘problem’
We conduct or
commission
research to find out
how to solve it
Re-assurance
comes from
‘significance’ or
‘depth’
Insights are
disseminated and
acted upon
Are we measuring what we set out to measure?
Are we accounting for bias?
19. “There is a basic misunderstanding about
the forces that shape shopping behaviour.
Consumers believe that they act
rationally to maximise their personal best
interests when making purchase
decisions. Marketers assume that
consumer shopping decisions are
based on rational evaluation of the
features and attributes of the products
they sell”
Consumer psychologist, Peter Noel Murray
20. We tend to forget two key things.
1. No one has access the mental traits that drive decision-making
2. The process of asking people what they think affects what they say
21. What this means for market research
1. Asking people what they are likely to do may reveal intention, but
this often doesn’t correlate with action
2. We must be careful about how we ask, observe and design
research to minimise bias
22. What we can learn from social science
Recent thinking on bias and decision-making
23. Psychologists from various
schools of thought have
explored human decision-
making and behaviour from
a wide range of angles.
Freud’s therapeutic
approach
Theory of reasoned action
The theory of planned
behaviour
25. •fMRI scanning and cognitive
neuropsychology
•Reveal unconscious prowesses
guiding behaviour
•This new field is sometimes referred
to as ‘the new subconscious’
We can now measure subconscious
26. “Our subliminal brain is invisible to us,
yet it influences our conscious
experience of the world in the most
fundamental of ways: how we view
ourselves and others, the meanings we
attach to the everyday events of our
lives, our ability to make the quick
judgement calls”
Leonard Mlodinaow, Subliminal
27. If the unconscious controls most of our decision-
making, what are the implications for marketing?
How do we research the inaccessible?
30. The central
thesis to the
book.
SYSTEM 1 SYSTEM 2
Dominant Mode of thought
>95% of brain activity
Secondary mode of thought
<5% of brain activity
(Binet & Carter)
31. This has big
implications for
marketers, as
we’ll explore.
SYSTEM 1 SYSTEM 2
Dominant Mode of thought
>95% of brain activity
Secondary mode of thought
<5% of brain activity
Fast and powerful
Honed by millions of years of evolution
Slow and limited
A more recent addition
Scans all sensory inputs
But can be primed by System 2 to watch
out for things
Selective attention
Guided by System 1 - feelings
associations and institutions
Unconscious and automatic
Associative and heuristic processing
Conscious and deliberate
Can follow learned rules of thought,
e.g. maths and logic
Primary decision-making
system
Strong influence on System 2
Secondary cross-checking
system
Mostly post-rationalises System 1
decisions, can sometimes overrule
(Binet & Carter)
33. RESEARCH COMMUNICATION
CONSUMER There are three ‘lenses’ we can
use to better understand
decision-making and bias in
marketing: the consumer, the
researcher, the marketer.
34. SYSTEM 1 SYSTEM 2
Does most brand choice work
Not logical or rational
Some brands just ‘feel’ more
attractive
Only kicks in close to the point
of purchase
More likely to prevent buying
than stimulate it
The consumer implications
(Binet & Carter)
35. The Nike
smell test.
Two identical pairs of Nike shoes
were placed in two identical
rooms, with one difference: one
was scented with floral tones and
the other wasn’t.
36. The Nike
smell test.
84% of people exposed to the
shoes in the scented room
expressed higher levels of
preference for the shoes and
were willing to pay $10 more for
them.
(Smell & Taste Foundation, 2014)
37. Where does
rationality factor
in to this?
Our self-perception of rationality
is powerful and takes over when we
describe our own behaviour.
38. This jars with how marketers talk
about consumer choice.
39. We still use models like AIDA
to rationalise behaviour, even
though there’s little evidence
this is how the consumer
decision-making process
works.
(Cogent Psychology)
40. Decision-making actually looks more like this.
“During the buying process, people oscillate long periods
of low interest, when they’re guided by feelings. Then
short bursts of more intense interest, when rational
thinking can play a role.”
(Binet & Carter)
41. SYSTEM 1 SYSTEM 2
Brand building is about creating
associations, feelings and habits
through exposure
Influenced by messages,
arguments & information, but
only late in the decision-making
process
The communications implications
(Binet & Carter)
43. Is the obsession
warranted?
While they’re certainly important,
their effectiveness in driving
behaviour in marketing and
advertising is questionable.
44. “Advertisements with high levels of
emotional content enhanced how
people felt about brands… however,
advertisements which were low on
emotional content had no effect on
how favourable the public were
towards brand”
Robert Heath, University of Bath
45. The reality is, all marketing needs a mix of emotional
and rational messaging in the right proportions to
persuade customers to take action.
46. SYSTEM 1 SYSTEM 2
Hard to research.
System 1 dominates, but we’re
mostly unaware of its influence
Research exaggerates
importance.
We mistakenly attribute actions to
System 2 because it’s what we’re
aware of.
The research implications
(Binet & Carter)
47. In 2009, Walmart asked their
customers:
“Would you like Walmart
aisles to be less
cluttered?”
Their customers said:
“Yes!”
48. $100’s of millions were
spent ‘decluttering’ stores
15% of store inventory cut
53. 1. What do we want to know and why?
2. What do we already know about this issue/group/product?
3. What’s the hypothesis for our research?
4. What’s an appropriate way of measuring this? (qual or quant)
5. What will this data be used for?
Defining clear research objectives
54. Choose the right method for the job
Qualitative or quantitive
methods have to be
chosen carefully.
Start with what you
want to know and work
back from there.
56. To really understand what
people do and why, we
can’t just ask them, we
have to observe them.
Observation provides deep
insight into people’s needs,
habits and pain points with a
product or service.
57. Selecting the right type of observation.
Method Context of use Pros Cons
Controlled
observation
Controlled observation tends
to take place in a laboratory
environment (usability lab).
Usually focused on quant data
Easy to replicate
Easy to analyse
Quick to conduct
Can be too restrictive
Observation may
alter behaviour
Naturalistic
Observation
A naturalistic observation
involves studying the user “in
the wild” (field study)
Improved validity -
closer representation
to real life
Hard to replicate
Hard to adjust for
external variables
58. Covert observation
• Is conducted without the person(s) knowing
• Not affected by researcher bias
• Ethically questionable
Overt observation
• The person(s) knows they are being observed
• Affected by researcher bias
• Ethically sound and almost always the right option
Covert or overt observation?
60. Use interviews as a means to go
deep into a customer or users’
thoughts, emotions and attitudes.
Use a script to guide, but always
follow up on anything that piques
your interest.
Yes it’s biased, but it’s likely
you’ll get to insights you won’t
find any other way.
61. Try ‘Five Why’s’ to get deeper insights
Ask a broad question about your participant’s habits or behaviours1.
2.
3.
In response to their answer, ask a ‘why’ question (e.g. ‘why do you think that is?’)
Allow the participant to respond to your first “why”, then repeat 4 times
63. Mine digital data for insight into behaviours, preferences and trends:
• Google Analytics - website behaviour
• Google Trends - Search behaviour
• Google Shopping Insights - Category behaviour
• Facebook Insights - Social behaviour
• Google Keyword Planner - Search / Shopping behaviour
These provide an unfiltered, unbiased snapshot of audience needs
Aggregated digital data = less bias.
67. Inviting others into the
process can help
overcome our own
confirmation bias;
our tendency to look
for data that fits with
our existing
assumptions.
68. One of the best methods
of triangulating a broad
range of findings is
through Affinity
Diagrams.
69. Space, saturate and group.
Use a physical space
Saturate it with data/
findings
Group findings into
themes
70. Map your findings in a
single place with a
customer journey map.
This enables insights to
be easily shared, edited
and added to.
71. 6. If you’re researching customers,
have an opinion.
72. Focus on being useful.
“Good researchers are usually those who can form a
strong opinion after research, and act like thought
partners, as opposed to those who are only craft in
conducting perfectly rigorous research”.
Elsa Ho, Facebook
73. Be bold, have a perspective.
1. Who else will draw out the key insights?
2. Who else is representing the customer?
3. What do I think we should do about this?
4. What value does this research bring to the table?
75. Bias affects all of us: marketers, consumers and researchers.
We need to know where, how and when it can impact us.
Once we do, we can work with it.
We can even learn to leverage it in our favour.