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A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
Measuring	
  the	
  Power	
  of	
  Social	
  Influence	
  at	
  the	
  Shelf	
  
	
  
Valla	
  Roth,	
  Decision	
  Insight 	
  	
  
	
  	
  
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: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Valla Roth
Director of Communications
Decision Insight
Measuring the Power
of Social Influence
at the Shelf
April 19, 2012
ShopperIQTM
Measure the impact of shopper
decisions where they happen
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Our World is Changing
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Power of Social Media
“I thought I had no power
when I started my blog, but I
still wanted to make a
difference in my own quiet
way.
I had no idea it would create
an uproar…discovering that
school lunch reform is vital.”
- Sarah Wu, a.k.a. Mrs. Q
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Power of Friends
Carolyn Everson
VP Global Marketing
Facebook
“We at Facebook believe that
everything is better with your
friends. This is just as true when
you’re making purchase
decisions as when you decide
what you want to wear or where
you want to go to eat. People
listen to their friends about what
they should buy.”
- Shopper Marketing, 9/11 issue
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Social Marketing Works
6.7%
6.3%
7.2%
All Categories Food and
Beverage
Personal Care
Sales Lift
Source: SymphonyIRI and Bzz Agent Study 2012
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Funda
mental
?
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
How Do We Decide?
?	
  
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Field is Growing
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
ü  We could be more certain of how
shoppers make decisions...
ü  AND translate that knowledge
across multiple situations…
ü  Identifying universal key
Shopper Marketing principles to
influence shopping behavior in
our favor.
Wouldn’t it be Great if…
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
compliance	
  
Can We Replicate These
Behaviors? In Store?
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Research: Message Types
BENEFIT
SOCIAL
INFLUENCE
VS
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Our Research Experiment…
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Participants enter a virtual store… where they shop as they would in real
life, interacting with shelf variations.
Respondents scroll through the aisle to
view different products…
and click on items to pick them up, learn
more, return to shelf, or select to purchase.
1 2
3 4
Virtual Shopping: How it Works
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta
Featured Products: $2-3
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta: Message Types
BENEFIT
SOCIAL
INFLUENCE
VS
17
Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Dish Soap & Pasta
Featured Products: $2-3
No differences between SOCIAL and BENEFIT Messages
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Measuring What They Say vs. What They Do
2 OUT OF 3 SAID
THEY PREFER THE
BENEFIT MESSAGE
	
  
YET WHEN THEY
SHOPPED, SALES
WITH THE BENEFITS
MESSAGE SHOWED
NO LIFT OVERALL
	
  
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Razors
Featured Products: $12-15
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Razors: Message Types
BENEFIT	
  
SOCIAL	
  
INFLUENCE	
  VS	
  
21
Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
“In	
  general,	
  when	
  we	
  are	
  unsure	
  of	
  
ourselves,	
  when	
  the	
  situa&on	
  is	
  unclear	
  or	
  
uncertainty	
  reigns,	
  we	
  are	
  most	
  likely	
  to	
  
look	
  to	
  and	
  accept	
  the	
  acAons	
  of	
  others	
  as	
  
correct.”	
  
-­‐	
  Robert	
  Cialdini,	
  Ph.D.	
  
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Featured Products: $12-15
Regarding both INTENT TO BUY and APPEAL,
the BENEFIT messaging resonates with GILLETTE USERS while the SOCIAL
INFLUENCE message resonates with GILLETTE NON-USERS.
Razors
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Social Influence Messaging
Enhances Brand Perceptions
33%
67%
42%
80%
Is the market leader
Made by a trusted brand
Social Influence Message Impact of
Gillette Brand Perceptions
Among Non-Users
SOCIAL INFLUENCE
SOCIAL	
  INFLUENCE
BENEFIT
BENEFIT
24
Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
A Little Experiment…
Marketing Objectives
ü Attract Non-Users
ü Grow the category
Message Type
ü Social Influence
25
Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Understanding Social Influence
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
We’ve Started the Journey
Moving
Forward
27
Release Restricted ©
Decision Insight, Inc. 2011
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Q & A
Valla Roth
Decision Insight
Lenny Murphy
Greenbook
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Thank you!
Valla Roth
Director of Communications
Decision Insight
VallaR@DecisionInsight.com
816-221-0445
ShopperIQTM
Measure the impact of shopper
decisions where they happen
Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
About Decision Insight
As a leader and innovator in Shopper Marketing and Category
Management research, Decision Insight builds and leverages
virtual environments to help understand the impact of these
strategies where the ultimate decision is made: in the store.
Our suite of ShopperIQ™ research solutions predict the
impact of in-store strategies by creating the appropriate
context to test alternatives, understand the whys behind them,
and optimize their communication – providing significant cost
and timing advantages over testing in stores. Our virtual
shopping results correlate to in-market data at .90 or better.
Learn more at: www.decisioninsight.com
For more information or to request a demo:
leslie@decisioninsight.com or 816-221-0445 x215
ShopperIQTM
Measure the impact of
shopper decisions
where they happen
This	
  slide	
  is	
  our	
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  download	
  version	
  of	
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pos>ng.	
  
A	
  Presenta*on	
  from	
  The	
  NewMR	
  Behaviour	
  
Economics	
  Event	
  
19	
  April	
  2012	
  
Measuring	
  the	
  Power	
  of	
  Social	
  Influence	
  at	
  the	
  Shelf	
  
	
  
Valla	
  Roth,	
  Decision	
  Insight 	
  	
  
	
  	
  
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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Valla roth behavioural economics - 2012

  • 1. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Measuring  the  Power  of  Social  Influence  at  the  Shelf     Valla  Roth,  Decision  Insight         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: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Valla Roth Director of Communications Decision Insight Measuring the Power of Social Influence at the Shelf April 19, 2012 ShopperIQTM Measure the impact of shopper decisions where they happen
  • 3. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Our World is Changing
  • 4. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 The Power of Social Media “I thought I had no power when I started my blog, but I still wanted to make a difference in my own quiet way. I had no idea it would create an uproar…discovering that school lunch reform is vital.” - Sarah Wu, a.k.a. Mrs. Q
  • 5. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 The Power of Friends Carolyn Everson VP Global Marketing Facebook “We at Facebook believe that everything is better with your friends. This is just as true when you’re making purchase decisions as when you decide what you want to wear or where you want to go to eat. People listen to their friends about what they should buy.” - Shopper Marketing, 9/11 issue
  • 6. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Social Marketing Works 6.7% 6.3% 7.2% All Categories Food and Beverage Personal Care Sales Lift Source: SymphonyIRI and Bzz Agent Study 2012
  • 7. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Funda mental ?
  • 8. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 How Do We Decide? ?  
  • 9. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 The Field is Growing
  • 10. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 ü  We could be more certain of how shoppers make decisions... ü  AND translate that knowledge across multiple situations… ü  Identifying universal key Shopper Marketing principles to influence shopping behavior in our favor. Wouldn’t it be Great if…
  • 11. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
  • 12. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 compliance   Can We Replicate These Behaviors? In Store?
  • 13. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 The Research: Message Types BENEFIT SOCIAL INFLUENCE VS
  • 14. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Our Research Experiment…
  • 15. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Participants enter a virtual store… where they shop as they would in real life, interacting with shelf variations. Respondents scroll through the aisle to view different products… and click on items to pick them up, learn more, return to shelf, or select to purchase. 1 2 3 4 Virtual Shopping: How it Works
  • 16. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Dish Soap & Pasta Featured Products: $2-3
  • 17. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Dish Soap & Pasta: Message Types BENEFIT SOCIAL INFLUENCE VS 17 Release Restricted © Decision Insight, Inc. 2011
  • 18. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Dish Soap & Pasta Featured Products: $2-3 No differences between SOCIAL and BENEFIT Messages
  • 19. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Measuring What They Say vs. What They Do 2 OUT OF 3 SAID THEY PREFER THE BENEFIT MESSAGE   YET WHEN THEY SHOPPED, SALES WITH THE BENEFITS MESSAGE SHOWED NO LIFT OVERALL  
  • 20. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Razors Featured Products: $12-15
  • 21. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Razors: Message Types BENEFIT   SOCIAL   INFLUENCE  VS   21 Release Restricted © Decision Insight, Inc. 2011
  • 22. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 “In  general,  when  we  are  unsure  of   ourselves,  when  the  situa&on  is  unclear  or   uncertainty  reigns,  we  are  most  likely  to   look  to  and  accept  the  acAons  of  others  as   correct.”   -­‐  Robert  Cialdini,  Ph.D.  
  • 23. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Featured Products: $12-15 Regarding both INTENT TO BUY and APPEAL, the BENEFIT messaging resonates with GILLETTE USERS while the SOCIAL INFLUENCE message resonates with GILLETTE NON-USERS. Razors
  • 24. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Social Influence Messaging Enhances Brand Perceptions 33% 67% 42% 80% Is the market leader Made by a trusted brand Social Influence Message Impact of Gillette Brand Perceptions Among Non-Users SOCIAL INFLUENCE SOCIAL  INFLUENCE BENEFIT BENEFIT 24 Release Restricted © Decision Insight, Inc. 2011
  • 25. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 A Little Experiment… Marketing Objectives ü Attract Non-Users ü Grow the category Message Type ü Social Influence 25 Release Restricted © Decision Insight, Inc. 2011
  • 26. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Understanding Social Influence
  • 27. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 We’ve Started the Journey Moving Forward 27 Release Restricted © Decision Insight, Inc. 2011
  • 28. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Q & A Valla Roth Decision Insight Lenny Murphy Greenbook
  • 29. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Thank you! Valla Roth Director of Communications Decision Insight VallaR@DecisionInsight.com 816-221-0445 ShopperIQTM Measure the impact of shopper decisions where they happen
  • 30. Speaker: Valla Roth, Decision Insight, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 About Decision Insight As a leader and innovator in Shopper Marketing and Category Management research, Decision Insight builds and leverages virtual environments to help understand the impact of these strategies where the ultimate decision is made: in the store. Our suite of ShopperIQ™ research solutions predict the impact of in-store strategies by creating the appropriate context to test alternatives, understand the whys behind them, and optimize their communication – providing significant cost and timing advantages over testing in stores. Our virtual shopping results correlate to in-market data at .90 or better. Learn more at: www.decisioninsight.com For more information or to request a demo: leslie@decisioninsight.com or 816-221-0445 x215 ShopperIQTM Measure the impact of shopper decisions where they happen This  slide  is  our  Info  Slide  for  download  version  of  the  deck.  Please  remove  header  before   pos>ng.  
  • 31. A  Presenta*on  from  The  NewMR  Behaviour   Economics  Event   19  April  2012   Measuring  the  Power  of  Social  Influence  at  the  Shelf     Valla  Roth,  Decision  Insight         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