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Powered by
THE REAL WHY. THE REAL WHO.

2.
Hello!
Rob Blackie
Consultant
OgilvyRED
Chris Graves
President
Ogilvy Center for Behavioral Science

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What’s the weather like in your city?
Tell us where you’re dialling in from!

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Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com

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The Real Why. The Real Who.
Twitter: @cgraves
@Ogilvy
Ogilvy Center for Behavioral Science
Christopher Graves

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Why would you use 18th century security…

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…when you could be using the latest technology?

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Why would you use 19th century medical instruments…

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…when you could be using the latest technology?

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Why would you use primitive approaches…

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…when you could be using the latest technology?

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Caucasian
African-American
Hispanic
Young
Middle-aged
Senior
Male
Female
So Why Are Marketing & Communications Stuck
in the Past with Outdated Tools & Insights?

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Lookalikes Trap
Your approach to audience insights and segmentation may portray these two individuals as so similar
they fit in the same box and should be treated the same way.
But you would be very wrong.

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How would you…
Retain loyal consumers of
iconic, traditional brand?
Grow consumer base of
organic baby foods?

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OPTIFAST Challenge
How to sell
weight loss
products to
those in
medical need?

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The Real Why The Real Who
The cognitive biases that really drive
behaviors for all humans.
The cognitive styles, personality and
worldviews that drive behavior of individuals.
Rethinking Marketing & Communications on Two Levels

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Hardwired for dirt.
Living in digital.
19

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Understanding What Really Moves Humans

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Leverage behavioral science for better
pricing, sales, margins?
Deploy “choice architecture” to
improve the customer journey?
Identify the most brand loyal “hedonic”
shoppers?
How can we…

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Improve patient adherence to prescriptions?
Combat obesity?
Improve cessation of smoking/drugs?
Improve diet & nutrition habits?
Increase take-up of exercise?
Reduce workplace/factory injuries?
Earn more market share for our drug?
How can we…

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Increase engagement with our corp. sustainability?
Reduce consumption of resources & energy?
Increase flood insurance uptake?
Increase recycling, reduce litter & waste?
Increase sales of green products?
How can we…

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Improve rates of retirement saving?
Sell more financial, insurance &
retirement products?
Reduce overly risk-averse investment
behavior?
How can we…

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The new Ogilvy
AMOS app allows
us to decode and
decipher the
impenetrable
science so
marketers can
apply the science
practically and
effectively.

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Biases & Heuristics Video Library to Illustrate Each Concept

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EXAMPLE:
Barriers to Weight Loss

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Reveals and Defines Each Relevant Cognitive Bias

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Mapping Each Cognitive Bias to Each Touchpoint
Along the Customer Journey

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Mapping Each Cognitive Bias to the Customer Journey

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Why would you use outdated methods
to find and engage your prospects and audiences?

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…when you could be using the very latest
methods powered behavioral science?

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Instead of using
the old approach
of an outside-in
sorting of people
into boxes…

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It’s time to
advance to a
more effective
way of
understanding
what really
moves people
from the inside-
out.

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Creating Richer Personas.
More Effective Engagement.
Backed by Behavioral Science.
1 2 3
Cognitive
Segmentation :

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Personality
A robust science built on 40 years
and tens of millions of
respondents across thousands of
studies. A powerful, hidden force
that determines choices and
behaviors.
Correlations have been found
between personality profiles and
health choices and behaviors.
1

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Backed by a Large Body of Scientific Studies

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worries more easily, more
anxious, more threatened
trusting, modest, sincere,
sympathetic, will compromise
likes to be engaged with others,
enjoys attention
well-organized, self-disciplined,
careful, methodical
original, creative, curious,
complex
Calm, relaxed, upbeat
cynical, skeptical, crafty,
self-interested
more reserved, prefer
solitude, reflection,
introspection
spontaneous, impulsive,
laid back
conventional, down to
earth, narrower interests
The Big Five “OCEAN” Personality Traits
The most widely-accepted science of human personality for 40 years. New findings
correlate personalities with health behaviors and decision-making styles.

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Cultural Cognition
All individuals can be mapped on
a grid of cultural cognition, or
Worldviews. People do not shift
easily, and not understanding
their worldview risks alienating
them or rendering your efforts
wholly ineffective.
Crafting engagement that
matches a key audience segment
worldview resonates better.
2

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Source: Yale Cultural Cognition Project
Cultural Cognition

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Cognitive Styles
How individuals are hardwired to
perceive control, risk, time and
other aspects of their lives
determines their behavior and
choices.
Knowing this allows for more
effective engagement,
communications and behavior
change.
Matching engagement, content
and messaging to key cognitive
styles boosts effectiveness.
3

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Promotion Prevention
Locus of Control Regulatory Focus
Cognitive Styles
Need for Cognition Need for Affect Zimbardo Time Perspective
Promotion Prevention

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Finding
the
Match

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“In three field experiments that reached over 3.5 million individuals… Persuasive appeals that were
matched to people’s extraversion or openness-to-experience level resulted in up to 40% more clicks
and up to 50% more purchases than their mismatching or unpersonalized counterparts.”
Scientific Studies Show Big Lifts
When Engagement Matches Personality

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Two People Who Appear the Same…
But Have Very Different Personalities

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But Have Very Different Worldviews
Two People Who Appear the Same…

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But Have Very Different Cognitive Styles
Two People Who Appear the Same…

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Two People Require Very Different Engagement
Outgoing, social and very
connected to community.
Worries a lot. Impulsive. Needs
a lot of encouragement and
support. Needs clear steps and
small victories.
Does not take risks. Feels she
has no power to make change.
Prefers emotional engagement.
Prefers time alone for quiet
reflection.
Self-disciplined. Self-starting.
Believes in tradition, hierarchy
and the power of individual
accountability.
Takes risks. Self-confident in
her own ability.
Prefers research & evidence.

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COGNITIVE
DIAGNOSIS
KANTAR PANEL
FIELDING
KANTAR PANEL
APPENDED DATA
SCALE UP VIA
LOOKALIKES

48.
Questions?
Rob Blackie
Consultant
OgilvyRED
Chris Graves
President
Ogilvy Center for Behavioral Science