SlideShare a Scribd company logo
Psych Eye 
for the 
Innovation 
Guy 
3 Must-Have Innovation 
Insights from Consumer 
Psychology 
1 
Dr Paul Marsden 
Consumer Psychologist 
@marsattacks
3 psychological insights for consumer innovation 
2 
WHAT TO INNOVATE 
HOW TO APPEAL TO THE CONSUMER MIND 
HOW TO BRAND INNOVATIONS
Say hello to your incredible shrinking brain! 
(don’t panic it’s still the world’s most powerful computer) 
3 
1.5KG 
1,200CC 
78% WATER 
100BN NEURONS 
100TR SYNAPSES 
-10% SIZE VS. 20K YEARS
Our minds evolved uniquely and exclusively to solve 
problems - solving problems is what minds are for 
4 
PROBLEM RECOGNITION 
INFORMATION SEARCH 
ALTERNATIVE EVALUATION 
CHOICE 
POST-EVALUATION 
East, R., Wright, M., & Vanhuele, M. (2013). Consumer behaviour: applications in marketing. Sage.
Without problems to solve we’d probably adopt the same 
strategy as sea-squirts, and eat our own brains 
5 
Dennett, D. C. (1993). Consciousness explained. Penguin UK. Chicago
Psychologists like problems - understanding people’s 
problems and helping solve them keeps us in business 
6
Problems also keep innovators in business - without 
7 
problems to solve consumer minds are closed for business
So rather than focus on what people want, desire or say 
they need, focus innovation on peoples’ problems 
8
But not all problems are obvious, they may be private or 
unrecognised and it’s here psychology can help 
9
Using an interpretive lens, psychology reveals problems 
driving behaviour that are private or even unconscious 
10
11 
PSYCH PROBLEMS 
‘THE BIG 3’ 
ACHIEVEMENT - NO SENSE OF 
ACCOMPLISHMENT 
POWER - NOT FEELING IN 
CONTROL 
AFFILIATION - NO FEELING OF 
BELONGING 
Sokolowski, Kurt, et al. "Assessing achievement, affiliation, and power motives all at once: The Multi-Motive Grid (MMG)." Journal of Personality Assessment 74.1 (2000): 126-145. APA 
For example, motivational psychology interprets behaviour 
through the lens of three ‘implicit’ core problems (‘APA’)
7 CORE PROBLEMS 
Whilst evolutionary psychology interprets behaviour 
through the lens of fundamental ‘adaptive’ problems 
12 
1. SELF-PROTECTION 
2. DISEASE AVOIDANCE 
3. AFFILIATION 
4. STATUS 
5. MATE ACQUISITION 
6. MATE RETENTION 
7. KIN CARE 
Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives for why we buy: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.
We’re driven to solve ‘adaptive’ problems because we’re 
hardwired emotionally to reward such behaviour 
13
14 
Wang, Yajin, and Vladas Griskevicius. "Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women." JCR 40.5 (2014): 834-854. 
For instance, the appeal of luxury brands for women may 
lie in helping solve adaptive ‘mate-retention’ problems
15 
AESTHETICS 
COMFORT 
SAFETY 
UTILITY 
WHY IS THIS A 
PROBLEM? 
WHY IS THIS A 
PROBLEM? 
WHY IS THIS A 
PROBLEM? 
PROBLEM PYRAMID PROBLEM 
So whilst every innovation project should begin with a 
‘problem audit’ of product and activity-related problems…
…the use of a ‘psychological lens’ can help you prioritise 
problems and identify unsolved hidden problems 
16 
1. SELF-PROTECTION 
2. DISEASE AVOIDANCE 
3. AFFILIATION 
4. STATUS 
5. MATE ACQUISITION 
6. MATE RETENTION 
7. KIN CARE
So the first insight from psychology for innovation is 
‘problem-primacy’ - problems matter most 
17
The second psychological insight is that innovations can 
appeal to our unconscious mind 
18
Problems are so important that psychologists now believe 
we have all evolved two problem-solving minds 
19 
Kahneman, D. (2011). Thinking, fast and slow. Macmillan.
There’s an associative, fast and mostly unconscious 
problem-solving mind (‘System 1’) 
20 
‘SYSTEM 1’ 
FAST 
AUTOMATIC 
UNCONSCIOUS
And a conscious, slow, deliberate and reasoned problem-solving 
mind (‘System 2’) 
21 
‘SYSTEM 1’ 
FAST 
AUTOMATIC 
UNCONSCIOUS 
‘SYSTEM 2’ 
SLOW 
DELIBERATE 
REASONED
Most problem-solving goes on below the threshold of 
awareness, using ‘System 1’ 
22 
Li, W., Moallem, I., Paller, K. A., & Gottfried, J. A. (2007). Subliminal smells can guide social preferences. Psychological science, 18(12), 1044-1049.
Although we do like to post-rationalise - justifying the 
‘System 1’ auto-pilot with ‘System 2’ excuses 
23
24 
‘SYSTEM 2’ 
‘SYSTEM 1’ 
So the innovation opportunity is to appeal to the ‘System 1’ 
problem-solving mind, not the System 2 excuse machine
25 
Verwijmeren, Thijs, et al. "The workings and limits of subliminal advertising: The role of habits." Journal of Consumer Psychology 21.2 (2011): 206-213. 
System 1 appeals are powerful because they ‘feel’ right 
and responses are experienced as ‘intrinsically’ motivated
Fortunately, we’re beginning to understand how System 1 
problem-solving works and how to appeal to it 
26
So here are five ways your innovation can appeal to the 
System 1 problem-solving mind 
27
First, your innovation should ‘feel’ effortless - give instant 
and easy gratification (present bias) 
28
29 
Second, your innovation should ‘feel’ good by evoking 
positive associations (emotions, memories) (affect heuristic)
30 
Third, your innovation has to feel ‘right’ because it’s 
consistent with what people already do (confirmation bias)
Fourth, your innovation should ‘feel’ familiar by building 
on category norms (availability heuristic) 
31
Fifth, your innovation should ‘feel’ empowering - giving 
people control over their lives (optimism bias) 
32
So that’s the second psychological insight for innovation - 
appeal to the ‘System 1’ problem-solving mind 
33 
‘SYSTEM 1’ 
FAST 
AUTOMATIC 
UNCONSCIOUS 
‘SYSTEM 2’ 
SLOW 
DELIBERATE 
REASONED
Finally, let’s turn to the third psychological insight for 
innovation - how to brand your innovation 
34
Traditionally, the psychological role of branding in 
innovation is to reduce the perception of risk 
35
But in advanced consumer markets, the risk-reduction role 
of branding innovations often diminishes 
36
Instead, the utility of a brand is not what it says about the 
product but what it says about the user 
37 
Miller, G. (2009). Spent: Sex, evolution, and consumer behavior. Penguin. Chicago
People use brands for ‘impression management’ - to help 
manage what other people think about us 
38
Like a peacock tail that displays good genetic traits, we 
use brands to visually display our own positive traits… 
39
…not only to other people - allies, rivals, mates - but also 
to ourselves (our ‘looking glass ’) 
40
So how can innovations be branded to best harness their 
display value in impression management? 
41
Whilst we’re all different, psychology reveals that we all 
share six core personality traits ‘iOCEAN’ 
42 
Intelligence
iOCEAN is your unique ‘trait tattoo’ made up of general 
intelligence & the ‘Big Five’personality dimensions 
43 
iOCEAN TRAIT TATTOO 
i128-O80-C41-E63-A73-N01
BRAND 
PERSONALITY 
Through a psychological lens, the branding opportunity in 
innovation is to help people display a desired trait 
44 
OPENNESS CONSCIENTIOUSNESS EXTRAVERSION AGREEABLENESS NEUROTICISM 
Inventive/curious vs. 
consistent/cautious 
(Mini vs. Buick?) 
Careful/dependable 
vs. easy-going/ 
careless (Honda vs. 
Jeep?) 
Outgoing/energetic 
vs. quiet/calm (BMW 
vs. Lexus?) 
Friendly/cooperative 
vs. formal/driven 
(Acura vs. 
Mercedes?) 
Sensitive/nervous vs. 
secure/confident 
(Volvo vs. Porsche?)
45 
By helping people display a core personality trait, you’ll be 
branding your innovation with deep psychological appeal
So that’s it, three top insights from a consumer 
psychologist for driving your next innovation success 
46 
1. PROBLEM PRIMACY 
2. SYSTEM 1 APPEAL 
3. TRAIT TATTOOS
For more practical marketing psychology 
digitalintelligencetoday.com 
47 
Dr Paul Marsden 
Consumer Psychologist 
@marsattacks

More Related Content

What's hot

Systems Thinking by Mirza Yawar Baig
Systems Thinking by Mirza Yawar BaigSystems Thinking by Mirza Yawar Baig
Systems Thinking by Mirza Yawar Baig
Mirza Yawar Baig
 
Building support to drive change by Mirza Yawar Baig
Building support to drive change by Mirza Yawar BaigBuilding support to drive change by Mirza Yawar Baig
Building support to drive change by Mirza Yawar Baig
Mirza Yawar Baig
 
Why personal intelligence
Why personal intelligence Why personal intelligence
Why personal intelligence
kennethjrudy
 
How to win by Mirza Yawar Baig
How to win by Mirza Yawar BaigHow to win by Mirza Yawar Baig
How to win by Mirza Yawar Baig
Mirza Yawar Baig
 
Mariah de leon
Mariah de leonMariah de leon
Mariah de leon
Hilary Ip
 
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
Shalini Bahl
 
The newly discovered subconscious experience and its vital role in Customer r...
The newly discovered subconscious experience and its vital role in Customer r...The newly discovered subconscious experience and its vital role in Customer r...
The newly discovered subconscious experience and its vital role in Customer r...
Beyond Philosophy
 
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A LotEQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
Bryan Len
 
Emotional intelligence introduction
Emotional intelligence   introductionEmotional intelligence   introduction
Emotional intelligence introduction
Anil Agrawal
 
Emotional Intelligence: How to Develop Skills for Success
Emotional Intelligence: How to Develop Skills for SuccessEmotional Intelligence: How to Develop Skills for Success
Emotional Intelligence: How to Develop Skills for Success
HRDQ-U
 
Emotions really are an asset
Emotions really are an assetEmotions really are an asset
Emotions really are an asset
UW-Milwaukee School of Continuing Education
 
Emotional intelligence pptx
Emotional intelligence pptxEmotional intelligence pptx
Emotional intelligence pptx
Joven Botin Bilbao
 
EQ V/S IQ
EQ V/S IQEQ V/S IQ
EQ V/S IQ
Kriti Mittal
 
Talent Tools EQ-i 2 0 Introduction to Emotional Intelligence
Talent Tools EQ-i 2 0 Introduction to Emotional IntelligenceTalent Tools EQ-i 2 0 Introduction to Emotional Intelligence
Talent Tools EQ-i 2 0 Introduction to Emotional Intelligence
Talent Tools
 
Emotional intellgence
Emotional intellgenceEmotional intellgence
Emotional intellgence
Amit Debnath
 
Emotional Intelligence - Better Decision Making
Emotional Intelligence - Better Decision MakingEmotional Intelligence - Better Decision Making
Emotional Intelligence - Better Decision Making
Muhammad Awais
 
Command confidence
Command confidenceCommand confidence
Personal Growth
Personal GrowthPersonal Growth
Personal Growth
Manage Train Learn
 
Aspire Strategic Vision 2022 Slides
Aspire Strategic Vision 2022 SlidesAspire Strategic Vision 2022 Slides
Aspire Strategic Vision 2022 Slides
Dr Sam Collins
 
Emotional Intelligence
Emotional IntelligenceEmotional Intelligence
Emotional Intelligence
awg1827
 

What's hot (20)

Systems Thinking by Mirza Yawar Baig
Systems Thinking by Mirza Yawar BaigSystems Thinking by Mirza Yawar Baig
Systems Thinking by Mirza Yawar Baig
 
Building support to drive change by Mirza Yawar Baig
Building support to drive change by Mirza Yawar BaigBuilding support to drive change by Mirza Yawar Baig
Building support to drive change by Mirza Yawar Baig
 
Why personal intelligence
Why personal intelligence Why personal intelligence
Why personal intelligence
 
How to win by Mirza Yawar Baig
How to win by Mirza Yawar BaigHow to win by Mirza Yawar Baig
How to win by Mirza Yawar Baig
 
Mariah de leon
Mariah de leonMariah de leon
Mariah de leon
 
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
Mindful Marketing: Intentional, Inclusive & Integrated Marketing That Benefit...
 
The newly discovered subconscious experience and its vital role in Customer r...
The newly discovered subconscious experience and its vital role in Customer r...The newly discovered subconscious experience and its vital role in Customer r...
The newly discovered subconscious experience and its vital role in Customer r...
 
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A LotEQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
EQ or IQ ? Learn Why Emotional intelligence (EQ) Matters A Lot
 
Emotional intelligence introduction
Emotional intelligence   introductionEmotional intelligence   introduction
Emotional intelligence introduction
 
Emotional Intelligence: How to Develop Skills for Success
Emotional Intelligence: How to Develop Skills for SuccessEmotional Intelligence: How to Develop Skills for Success
Emotional Intelligence: How to Develop Skills for Success
 
Emotions really are an asset
Emotions really are an assetEmotions really are an asset
Emotions really are an asset
 
Emotional intelligence pptx
Emotional intelligence pptxEmotional intelligence pptx
Emotional intelligence pptx
 
EQ V/S IQ
EQ V/S IQEQ V/S IQ
EQ V/S IQ
 
Talent Tools EQ-i 2 0 Introduction to Emotional Intelligence
Talent Tools EQ-i 2 0 Introduction to Emotional IntelligenceTalent Tools EQ-i 2 0 Introduction to Emotional Intelligence
Talent Tools EQ-i 2 0 Introduction to Emotional Intelligence
 
Emotional intellgence
Emotional intellgenceEmotional intellgence
Emotional intellgence
 
Emotional Intelligence - Better Decision Making
Emotional Intelligence - Better Decision MakingEmotional Intelligence - Better Decision Making
Emotional Intelligence - Better Decision Making
 
Command confidence
Command confidenceCommand confidence
Command confidence
 
Personal Growth
Personal GrowthPersonal Growth
Personal Growth
 
Aspire Strategic Vision 2022 Slides
Aspire Strategic Vision 2022 SlidesAspire Strategic Vision 2022 Slides
Aspire Strategic Vision 2022 Slides
 
Emotional Intelligence
Emotional IntelligenceEmotional Intelligence
Emotional Intelligence
 

Viewers also liked

User Experience & Mobile Innovation Strategy
User Experience & Mobile Innovation StrategyUser Experience & Mobile Innovation Strategy
User Experience & Mobile Innovation Strategy
Antonio De Pasquale
 
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
UX STRAT
 
frog meets tag Milan
frog meets tag Milanfrog meets tag Milan
frog meets tag Milan
Matteo Penzo
 
The three box solution
The three box solutionThe three box solution
The three box solution
Venkatesh K Iyengar
 
Visual Frameworks to Drive Innovation Processes
Visual Frameworks to Drive Innovation ProcessesVisual Frameworks to Drive Innovation Processes
Visual Frameworks to Drive Innovation Processes
Roberta Tassi
 
Healthcare Innovation Now: 3 themes and 10 insights.
Healthcare Innovation Now: 3 themes and 10 insights.Healthcare Innovation Now: 3 themes and 10 insights.
Healthcare Innovation Now: 3 themes and 10 insights.
frog
 
Innovation by 10 (Frog Design)
Innovation by 10 (Frog Design)Innovation by 10 (Frog Design)
Innovation by 10 (Frog Design)
Innovation Excellence
 
Digital Transformation In The Hotel Industry
Digital Transformation In The Hotel IndustryDigital Transformation In The Hotel Industry
Digital Transformation In The Hotel Industry
Scopernia
 
Aging By Design: An Overview
Aging By Design: An OverviewAging By Design: An Overview
Aging By Design: An Overview
frog
 

Viewers also liked (9)

User Experience & Mobile Innovation Strategy
User Experience & Mobile Innovation StrategyUser Experience & Mobile Innovation Strategy
User Experience & Mobile Innovation Strategy
 
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through ...
 
frog meets tag Milan
frog meets tag Milanfrog meets tag Milan
frog meets tag Milan
 
The three box solution
The three box solutionThe three box solution
The three box solution
 
Visual Frameworks to Drive Innovation Processes
Visual Frameworks to Drive Innovation ProcessesVisual Frameworks to Drive Innovation Processes
Visual Frameworks to Drive Innovation Processes
 
Healthcare Innovation Now: 3 themes and 10 insights.
Healthcare Innovation Now: 3 themes and 10 insights.Healthcare Innovation Now: 3 themes and 10 insights.
Healthcare Innovation Now: 3 themes and 10 insights.
 
Innovation by 10 (Frog Design)
Innovation by 10 (Frog Design)Innovation by 10 (Frog Design)
Innovation by 10 (Frog Design)
 
Digital Transformation In The Hotel Industry
Digital Transformation In The Hotel IndustryDigital Transformation In The Hotel Industry
Digital Transformation In The Hotel Industry
 
Aging By Design: An Overview
Aging By Design: An OverviewAging By Design: An Overview
Aging By Design: An Overview
 

Similar to Psych Eye for the Innovation Guy

Psych Eye for the Social Media Guy
Psych Eye for the Social Media GuyPsych Eye for the Social Media Guy
Psych Eye for the Social Media Guy
Paul Marsden
 
Mindapples presents... A Mind for Business
Mindapples presents... A Mind for BusinessMindapples presents... A Mind for Business
Mindapples presents... A Mind for Business
mindapples
 
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitBrand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Ashton Bishop
 
Creative Problem Solving
Creative Problem SolvingCreative Problem Solving
Creative Problem Solving
Akhil Garg
 
WHO recommended Life Skills Creative Thinking & Problem Solving
WHO recommended Life Skills Creative Thinking & Problem SolvingWHO recommended Life Skills Creative Thinking & Problem Solving
WHO recommended Life Skills Creative Thinking & Problem Solving
Abhishek Ghosh PMP
 
CAS INDIA
CAS INDIACAS INDIA
CAS INDIA
GlobalLogic
 
LIFE SKILLS Module 3.pptx
LIFE SKILLS Module 3.pptxLIFE SKILLS Module 3.pptx
LIFE SKILLS Module 3.pptx
LeenaKP1
 
Creative Problem Solving and Leadership
Creative Problem Solving and LeadershipCreative Problem Solving and Leadership
Creative Problem Solving and Leadership
Rodalyn Salvaleon
 
Basic psychological processes thinking and problem solving
Basic psychological processes  thinking and problem solvingBasic psychological processes  thinking and problem solving
Basic psychological processes thinking and problem solving
indianeducation
 
Towards Happiness: Possiblity-Driven Design
Towards Happiness: Possiblity-Driven DesignTowards Happiness: Possiblity-Driven Design
Towards Happiness: Possiblity-Driven Design
RojinMoghadam
 
Executive MBA - Master Class Innovative Mindsets
Executive MBA - Master Class Innovative MindsetsExecutive MBA - Master Class Innovative Mindsets
Executive MBA - Master Class Innovative Mindsets
Télécom Ecole de Management
 
Applications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insightApplications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insight
Erica van Lieven
 
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
RAJU852744
 
PsyClue app
PsyClue appPsyClue app
PsyClue app
Matthew Maly
 
Ai Workshop Slides Used By John Loty In 2008.
Ai Workshop Slides Used By John Loty In 2008.Ai Workshop Slides Used By John Loty In 2008.
Ai Workshop Slides Used By John Loty In 2008.
John Loty
 
Try angle of change - duxinaroe
Try angle of change - duxinaroeTry angle of change - duxinaroe
Try angle of change - duxinaroe
David Bovis
 
Bread & Butter's Behavioural Economics eBook teaser
Bread & Butter's Behavioural Economics eBook teaserBread & Butter's Behavioural Economics eBook teaser
Bread & Butter's Behavioural Economics eBook teaser
Margo Cashman
 
Life improvement-workshop-1f
Life improvement-workshop-1fLife improvement-workshop-1f
Life improvement-workshop-1f
PersonalRevolutions
 
Life improvement workshop - Self-development - Personal-Revolutions
Life improvement workshop - Self-development - Personal-RevolutionsLife improvement workshop - Self-development - Personal-Revolutions
Life improvement workshop - Self-development - Personal-Revolutions
PersonalRevolutions
 
EMOTIONAL INTELLIGENCE AT WORK
EMOTIONAL INTELLIGENCE AT WORKEMOTIONAL INTELLIGENCE AT WORK
EMOTIONAL INTELLIGENCE AT WORK
Sunday Jawando
 

Similar to Psych Eye for the Innovation Guy (20)

Psych Eye for the Social Media Guy
Psych Eye for the Social Media GuyPsych Eye for the Social Media Guy
Psych Eye for the Social Media Guy
 
Mindapples presents... A Mind for Business
Mindapples presents... A Mind for BusinessMindapples presents... A Mind for Business
Mindapples presents... A Mind for Business
 
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitBrand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
 
Creative Problem Solving
Creative Problem SolvingCreative Problem Solving
Creative Problem Solving
 
WHO recommended Life Skills Creative Thinking & Problem Solving
WHO recommended Life Skills Creative Thinking & Problem SolvingWHO recommended Life Skills Creative Thinking & Problem Solving
WHO recommended Life Skills Creative Thinking & Problem Solving
 
CAS INDIA
CAS INDIACAS INDIA
CAS INDIA
 
LIFE SKILLS Module 3.pptx
LIFE SKILLS Module 3.pptxLIFE SKILLS Module 3.pptx
LIFE SKILLS Module 3.pptx
 
Creative Problem Solving and Leadership
Creative Problem Solving and LeadershipCreative Problem Solving and Leadership
Creative Problem Solving and Leadership
 
Basic psychological processes thinking and problem solving
Basic psychological processes  thinking and problem solvingBasic psychological processes  thinking and problem solving
Basic psychological processes thinking and problem solving
 
Towards Happiness: Possiblity-Driven Design
Towards Happiness: Possiblity-Driven DesignTowards Happiness: Possiblity-Driven Design
Towards Happiness: Possiblity-Driven Design
 
Executive MBA - Master Class Innovative Mindsets
Executive MBA - Master Class Innovative MindsetsExecutive MBA - Master Class Innovative Mindsets
Executive MBA - Master Class Innovative Mindsets
 
Applications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insightApplications of Behavioural Economics to consumer insight
Applications of Behavioural Economics to consumer insight
 
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
1Psychology’s Roots, Big Ideas, and Critical Thinking Tools.docx
 
PsyClue app
PsyClue appPsyClue app
PsyClue app
 
Ai Workshop Slides Used By John Loty In 2008.
Ai Workshop Slides Used By John Loty In 2008.Ai Workshop Slides Used By John Loty In 2008.
Ai Workshop Slides Used By John Loty In 2008.
 
Try angle of change - duxinaroe
Try angle of change - duxinaroeTry angle of change - duxinaroe
Try angle of change - duxinaroe
 
Bread & Butter's Behavioural Economics eBook teaser
Bread & Butter's Behavioural Economics eBook teaserBread & Butter's Behavioural Economics eBook teaser
Bread & Butter's Behavioural Economics eBook teaser
 
Life improvement-workshop-1f
Life improvement-workshop-1fLife improvement-workshop-1f
Life improvement-workshop-1f
 
Life improvement workshop - Self-development - Personal-Revolutions
Life improvement workshop - Self-development - Personal-RevolutionsLife improvement workshop - Self-development - Personal-Revolutions
Life improvement workshop - Self-development - Personal-Revolutions
 
EMOTIONAL INTELLIGENCE AT WORK
EMOTIONAL INTELLIGENCE AT WORKEMOTIONAL INTELLIGENCE AT WORK
EMOTIONAL INTELLIGENCE AT WORK
 

More from Paul Marsden

Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Paul Marsden
 
Fashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour ClassFashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour Class
Paul Marsden
 
How to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumersHow to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumers
Paul Marsden
 
Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...
Paul Marsden
 
The Uberfication of Advertising
The Uberfication of AdvertisingThe Uberfication of Advertising
The Uberfication of Advertising
Paul Marsden
 
Psych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship GuyPsych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship Guy
Paul Marsden
 
Display Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous ConsumptionDisplay Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous Consumption
Paul Marsden
 
Reputation Management and Social Media
Reputation Management and Social MediaReputation Management and Social Media
Reputation Management and Social Media
Paul Marsden
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013
Paul Marsden
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social Sales
Paul Marsden
 
Social Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR PeopleSocial Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR People
Paul Marsden
 
Facebook Foodcourt
Facebook FoodcourtFacebook Foodcourt
Facebook Foodcourt
Paul Marsden
 
F-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo ConsumerF-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo Consumer
Paul Marsden
 
The F-Commerce FAQ
The F-Commerce FAQThe F-Commerce FAQ
The F-Commerce FAQ
Paul Marsden
 
How Big Retail Deploys Social Commerce
How Big Retail Deploys Social CommerceHow Big Retail Deploys Social Commerce
How Big Retail Deploys Social Commerce
Paul Marsden
 
Social Commerce for luxury
Social Commerce for luxurySocial Commerce for luxury
Social Commerce for luxury
Paul Marsden
 
Social Commerce: The Case for User Reviews
Social Commerce: The Case for User ReviewsSocial Commerce: The Case for User Reviews
Social Commerce: The Case for User Reviews
Paul Marsden
 
Social Commerce | Beyond Transactions
Social Commerce | Beyond TransactionsSocial Commerce | Beyond Transactions
Social Commerce | Beyond Transactions
Paul Marsden
 
Social commerce the opportunity for brands
Social commerce the opportunity for brandsSocial commerce the opportunity for brands
Social commerce the opportunity for brands
Paul Marsden
 
Crowdsourcing: The Opportunity in Market Research
Crowdsourcing: The Opportunity in Market ResearchCrowdsourcing: The Opportunity in Market Research
Crowdsourcing: The Opportunity in Market Research
Paul Marsden
 

More from Paul Marsden (20)

Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...
 
Fashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour ClassFashion Marketing - Advanced Consumer Behaviour Class
Fashion Marketing - Advanced Consumer Behaviour Class
 
How to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumersHow to communicate Artificial Intelligence to clients and consumers
How to communicate Artificial Intelligence to clients and consumers
 
Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...Uberfy or Die! - This is what the future of insurance looks like...
Uberfy or Die! - This is what the future of insurance looks like...
 
The Uberfication of Advertising
The Uberfication of AdvertisingThe Uberfication of Advertising
The Uberfication of Advertising
 
Psych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship GuyPsych Eye for the Sponsorship Guy
Psych Eye for the Sponsorship Guy
 
Display Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous ConsumptionDisplay Value - The Psychology of Conspicuous Consumption
Display Value - The Psychology of Conspicuous Consumption
 
Reputation Management and Social Media
Reputation Management and Social MediaReputation Management and Social Media
Reputation Management and Social Media
 
10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013 10 Proven Ways to Turn Social Media into Social Sales in 2013
10 Proven Ways to Turn Social Media into Social Sales in 2013
 
Social Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social SalesSocial Utility: How to Turn Social Media into Social Sales
Social Utility: How to Turn Social Media into Social Sales
 
Social Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR PeopleSocial Media and Crisis Communications for PR People
Social Media and Crisis Communications for PR People
 
Facebook Foodcourt
Facebook FoodcourtFacebook Foodcourt
Facebook Foodcourt
 
F-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo ConsumerF-Commerce and the SoLoMo Consumer
F-Commerce and the SoLoMo Consumer
 
The F-Commerce FAQ
The F-Commerce FAQThe F-Commerce FAQ
The F-Commerce FAQ
 
How Big Retail Deploys Social Commerce
How Big Retail Deploys Social CommerceHow Big Retail Deploys Social Commerce
How Big Retail Deploys Social Commerce
 
Social Commerce for luxury
Social Commerce for luxurySocial Commerce for luxury
Social Commerce for luxury
 
Social Commerce: The Case for User Reviews
Social Commerce: The Case for User ReviewsSocial Commerce: The Case for User Reviews
Social Commerce: The Case for User Reviews
 
Social Commerce | Beyond Transactions
Social Commerce | Beyond TransactionsSocial Commerce | Beyond Transactions
Social Commerce | Beyond Transactions
 
Social commerce the opportunity for brands
Social commerce the opportunity for brandsSocial commerce the opportunity for brands
Social commerce the opportunity for brands
 
Crowdsourcing: The Opportunity in Market Research
Crowdsourcing: The Opportunity in Market ResearchCrowdsourcing: The Opportunity in Market Research
Crowdsourcing: The Opportunity in Market Research
 

Recently uploaded

Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Flow Agency (formerly Flow SEO)
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
CIIM
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
SandeshAcharya17
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
Donna Lenk
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
technologiesintelio
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
SandeshAcharya17
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
shanihomely
 
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdfThe Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
df2608021
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
swethag283189
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
jorge638714
 
How to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing CareerHow to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing Career
gchaitya21
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
SFC Today
 

Recently uploaded (20)

Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
Ranking in AI-powered Search - Berlin SEO & Content Club  2024Ranking in AI-powered Search - Berlin SEO & Content Club  2024
Ranking in AI-powered Search - Berlin SEO & Content Club 2024
 
Chandigarh Institute of Internet Marketing
Chandigarh Institute of Internet MarketingChandigarh Institute of Internet Marketing
Chandigarh Institute of Internet Marketing
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
"Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions""Crafting Interactive Metaverse Games: Development Solutions"
"Crafting Interactive Metaverse Games: Development Solutions"
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
 
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdfThe Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
The Key Features of Social Marketing Strategies for Success www.eflot.com.pdf
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
 
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdfAdult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
Adult Services Ads _ Adult Search Engine Marketing _ Adult Ads.pdf
 
How to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing CareerHow to Start Your Influencer Marketing Career
How to Start Your Influencer Marketing Career
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
 

Psych Eye for the Innovation Guy

  • 1. Psych Eye for the Innovation Guy 3 Must-Have Innovation Insights from Consumer Psychology 1 Dr Paul Marsden Consumer Psychologist @marsattacks
  • 2. 3 psychological insights for consumer innovation 2 WHAT TO INNOVATE HOW TO APPEAL TO THE CONSUMER MIND HOW TO BRAND INNOVATIONS
  • 3. Say hello to your incredible shrinking brain! (don’t panic it’s still the world’s most powerful computer) 3 1.5KG 1,200CC 78% WATER 100BN NEURONS 100TR SYNAPSES -10% SIZE VS. 20K YEARS
  • 4. Our minds evolved uniquely and exclusively to solve problems - solving problems is what minds are for 4 PROBLEM RECOGNITION INFORMATION SEARCH ALTERNATIVE EVALUATION CHOICE POST-EVALUATION East, R., Wright, M., & Vanhuele, M. (2013). Consumer behaviour: applications in marketing. Sage.
  • 5. Without problems to solve we’d probably adopt the same strategy as sea-squirts, and eat our own brains 5 Dennett, D. C. (1993). Consciousness explained. Penguin UK. Chicago
  • 6. Psychologists like problems - understanding people’s problems and helping solve them keeps us in business 6
  • 7. Problems also keep innovators in business - without 7 problems to solve consumer minds are closed for business
  • 8. So rather than focus on what people want, desire or say they need, focus innovation on peoples’ problems 8
  • 9. But not all problems are obvious, they may be private or unrecognised and it’s here psychology can help 9
  • 10. Using an interpretive lens, psychology reveals problems driving behaviour that are private or even unconscious 10
  • 11. 11 PSYCH PROBLEMS ‘THE BIG 3’ ACHIEVEMENT - NO SENSE OF ACCOMPLISHMENT POWER - NOT FEELING IN CONTROL AFFILIATION - NO FEELING OF BELONGING Sokolowski, Kurt, et al. "Assessing achievement, affiliation, and power motives all at once: The Multi-Motive Grid (MMG)." Journal of Personality Assessment 74.1 (2000): 126-145. APA For example, motivational psychology interprets behaviour through the lens of three ‘implicit’ core problems (‘APA’)
  • 12. 7 CORE PROBLEMS Whilst evolutionary psychology interprets behaviour through the lens of fundamental ‘adaptive’ problems 12 1. SELF-PROTECTION 2. DISEASE AVOIDANCE 3. AFFILIATION 4. STATUS 5. MATE ACQUISITION 6. MATE RETENTION 7. KIN CARE Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives for why we buy: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.
  • 13. We’re driven to solve ‘adaptive’ problems because we’re hardwired emotionally to reward such behaviour 13
  • 14. 14 Wang, Yajin, and Vladas Griskevicius. "Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women." JCR 40.5 (2014): 834-854. For instance, the appeal of luxury brands for women may lie in helping solve adaptive ‘mate-retention’ problems
  • 15. 15 AESTHETICS COMFORT SAFETY UTILITY WHY IS THIS A PROBLEM? WHY IS THIS A PROBLEM? WHY IS THIS A PROBLEM? PROBLEM PYRAMID PROBLEM So whilst every innovation project should begin with a ‘problem audit’ of product and activity-related problems…
  • 16. …the use of a ‘psychological lens’ can help you prioritise problems and identify unsolved hidden problems 16 1. SELF-PROTECTION 2. DISEASE AVOIDANCE 3. AFFILIATION 4. STATUS 5. MATE ACQUISITION 6. MATE RETENTION 7. KIN CARE
  • 17. So the first insight from psychology for innovation is ‘problem-primacy’ - problems matter most 17
  • 18. The second psychological insight is that innovations can appeal to our unconscious mind 18
  • 19. Problems are so important that psychologists now believe we have all evolved two problem-solving minds 19 Kahneman, D. (2011). Thinking, fast and slow. Macmillan.
  • 20. There’s an associative, fast and mostly unconscious problem-solving mind (‘System 1’) 20 ‘SYSTEM 1’ FAST AUTOMATIC UNCONSCIOUS
  • 21. And a conscious, slow, deliberate and reasoned problem-solving mind (‘System 2’) 21 ‘SYSTEM 1’ FAST AUTOMATIC UNCONSCIOUS ‘SYSTEM 2’ SLOW DELIBERATE REASONED
  • 22. Most problem-solving goes on below the threshold of awareness, using ‘System 1’ 22 Li, W., Moallem, I., Paller, K. A., & Gottfried, J. A. (2007). Subliminal smells can guide social preferences. Psychological science, 18(12), 1044-1049.
  • 23. Although we do like to post-rationalise - justifying the ‘System 1’ auto-pilot with ‘System 2’ excuses 23
  • 24. 24 ‘SYSTEM 2’ ‘SYSTEM 1’ So the innovation opportunity is to appeal to the ‘System 1’ problem-solving mind, not the System 2 excuse machine
  • 25. 25 Verwijmeren, Thijs, et al. "The workings and limits of subliminal advertising: The role of habits." Journal of Consumer Psychology 21.2 (2011): 206-213. System 1 appeals are powerful because they ‘feel’ right and responses are experienced as ‘intrinsically’ motivated
  • 26. Fortunately, we’re beginning to understand how System 1 problem-solving works and how to appeal to it 26
  • 27. So here are five ways your innovation can appeal to the System 1 problem-solving mind 27
  • 28. First, your innovation should ‘feel’ effortless - give instant and easy gratification (present bias) 28
  • 29. 29 Second, your innovation should ‘feel’ good by evoking positive associations (emotions, memories) (affect heuristic)
  • 30. 30 Third, your innovation has to feel ‘right’ because it’s consistent with what people already do (confirmation bias)
  • 31. Fourth, your innovation should ‘feel’ familiar by building on category norms (availability heuristic) 31
  • 32. Fifth, your innovation should ‘feel’ empowering - giving people control over their lives (optimism bias) 32
  • 33. So that’s the second psychological insight for innovation - appeal to the ‘System 1’ problem-solving mind 33 ‘SYSTEM 1’ FAST AUTOMATIC UNCONSCIOUS ‘SYSTEM 2’ SLOW DELIBERATE REASONED
  • 34. Finally, let’s turn to the third psychological insight for innovation - how to brand your innovation 34
  • 35. Traditionally, the psychological role of branding in innovation is to reduce the perception of risk 35
  • 36. But in advanced consumer markets, the risk-reduction role of branding innovations often diminishes 36
  • 37. Instead, the utility of a brand is not what it says about the product but what it says about the user 37 Miller, G. (2009). Spent: Sex, evolution, and consumer behavior. Penguin. Chicago
  • 38. People use brands for ‘impression management’ - to help manage what other people think about us 38
  • 39. Like a peacock tail that displays good genetic traits, we use brands to visually display our own positive traits… 39
  • 40. …not only to other people - allies, rivals, mates - but also to ourselves (our ‘looking glass ’) 40
  • 41. So how can innovations be branded to best harness their display value in impression management? 41
  • 42. Whilst we’re all different, psychology reveals that we all share six core personality traits ‘iOCEAN’ 42 Intelligence
  • 43. iOCEAN is your unique ‘trait tattoo’ made up of general intelligence & the ‘Big Five’personality dimensions 43 iOCEAN TRAIT TATTOO i128-O80-C41-E63-A73-N01
  • 44. BRAND PERSONALITY Through a psychological lens, the branding opportunity in innovation is to help people display a desired trait 44 OPENNESS CONSCIENTIOUSNESS EXTRAVERSION AGREEABLENESS NEUROTICISM Inventive/curious vs. consistent/cautious (Mini vs. Buick?) Careful/dependable vs. easy-going/ careless (Honda vs. Jeep?) Outgoing/energetic vs. quiet/calm (BMW vs. Lexus?) Friendly/cooperative vs. formal/driven (Acura vs. Mercedes?) Sensitive/nervous vs. secure/confident (Volvo vs. Porsche?)
  • 45. 45 By helping people display a core personality trait, you’ll be branding your innovation with deep psychological appeal
  • 46. So that’s it, three top insights from a consumer psychologist for driving your next innovation success 46 1. PROBLEM PRIMACY 2. SYSTEM 1 APPEAL 3. TRAIT TATTOOS
  • 47. For more practical marketing psychology digitalintelligencetoday.com 47 Dr Paul Marsden Consumer Psychologist @marsattacks