Rajwant Sandhu Research Innovation 2016

BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016

BehavioralEconomics

RajwantSandhu,PhDFreshSqueezedIdeas

7December2016

Marke&ng’slatestshinynewthing,orthe&ppingpointformarke&ngtransforma&on?


Traditional research elicits

ra3onaliza3onsnotmo3va3ons.


1.Futureprojec-onsarenotreliable

2.Memoriesareskewed

3.Changeishard

4.Choicesarebasedonrela-venotabsolute

evalua-ons

5.ContextmaPers

6.Wewanttofitin.

7.Wearenotgoodat

valua-on.

$$$ $ $

TheDecision

7SubconsciousDriversofBehavior


BehavioralSciencePrinciplesforResearch

ImplicitOverExplicit

TaskOverAsk

ThemOverUs

ImplicitAssocia3onTask VideoorPhotoAssignment

AUributeElicita3onTask PrinciplesNotTools


1.  Howcanwemoveourbrandawayfromdietandtowardshealthassocia3ons,and…

2.  whichofourflavorop3onsismostrelatedtodiet?

A Snack brand asked:


Implicitassocia-onsSubconscious assessments are made within milliseconds

✗✓

Then Rationalization

I like his eyes, his

lips…

Subconscious Assessment


ImplicitAssocia-onTestImplicit associations reveal the biases consumers have with your brand

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Diet Health Apple Cookie Health Diet Health

ORApple

DietOR

Cookie

By comparing responses in these two phases, we can determine subconscious associations between your product and specific characteristics

DietORApple

HealthOR

Cookie


IATvsTradi-onalExplicit:

Explicit

Respondents stated the flavor option with the lowest calories as being most related to diet

Implicit

Respondents showed an association with a flavour option that was not the lowest calorie and diet. The packaging of this flavour option had strong connection to a previous diet campaign launched by the brand

The implicit task allowed us to accurately identify which flavour option had the greatest potential to hold the brand in the diet space


Mindthe(say-do)gap!Intentions are not reliable

45% say that free range meat is important

But only 7% of chicken purchases are motivated by free range cues

32% say fair trade is important

Less than 2% of purchases are motivated by fair trade

55% say their purchasing habits are responsibly motivated

But 30% of those don’t actually purchase responsibly

80% say they recycle everything they can

Only 54% of packaging is actually recycled

Neither is memory

1 in 6 Americans say they “definitely voted” in 2014

midterm elections, but they actually didn’t!

Measure behaviours – not a weak proxy!


Task,don’tAsk

How they actually consume

How they say they consume

…Except for consumers of one flavour option

We asked consumers how they consumed their snack, but we also asked for multiple video and photo diaries of their consumption behaviours over the course of one week.

We were able to leverage how some consumers actually consumed and how others aspired to consume to define a new messaging territory, which we situated within a relevant culture context


Them over Us - Attributes most valued Which of the following are ideal attributes for cookies?

But wait…. there’s nothing on ‘only for me’! a)  Natural

Sweetener b)   Real

Chocolate chips

c)  Low Calorie d)   No artificial

flavours


Attribute elicitation task

Benchmarking Your Brand 3 Qualitative Insights 4

Relevant Comparisons 1 2 Ranking importance of attributes


OurListvs.TheirList

Our List

The client added attributes to the list generated by respondents. None of those items made the top 5 list of what consumers valued

Their List

Their list reveled what they were actually seeking in their cookie experience, which contributed to our strategic recommendation for the brand

Letting respondents tell us what mattered, revealed an aspect of the product that was not previously considered, but offered an opportunity to connect with consumers.


Traditional research elicits

ra3onaliza3onsnotmo3va3ons.


Behavioural Science principles elicit

mo3va3onsnotra3onaliza3ons.


ThankYou!

www.freshsqueezedideas.comP:416.235.0909x159

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Rajwant Sandhu Research Innovation 2016