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Fluent InnovationUsing Behavioural Science to Make Your Next Big Idea a Success

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What is it? What made it work? (the science behind it)

What made it genius?(designs based off familiar products)

The Bialetti Moka Express (1933)

The Maclaren Pushchair/Buggy (1966)

Fluent Innovation Successes

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What is it? What made it work? (the science behind it)

What made it (not so) genius?

The Sinclair C5 (1995)Design was so

unfamiliar, it lacked familiarity so it did not

succeed

We have a “gut liking for the familiar”

Fluent Innovation Failure

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How We Decide | System 1 is a pattern-recognition machine

System 1 looks for

the familiar

When it finds it,

it approves

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A car needs to look like a car, but be just new enough to surprise

Normal, simple

Unusual, detailed

Normal, detailedNormal

Landwehr, Labroo and Herrmann, 2015

Has both familiarity and surprise

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How science itself is accepted by looking of patterns of citations

“Papers with an injection of novelty into an otherwise exceptionally familiar mass of prior work are unusually likely to

have high impact”Uzzi, Mukherjee, Stringer and Jones, 2013

Isaac Newton and Charles Darwin both had novel

ideas but couched it in familiar

concepts which is why their

discoveries were accepted.

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How do you frame your idea for acceptance?

20% New: 80% FamiliarWhat makes it

work

What makes it genius

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Building a bridge to Acceptance: Does it Look Right, Does it Feel Right?

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System 1 learning means we know instinctively what looks right

Kelly, Burton, Kato & Akamatsu, 2001

Participants from Japan and the UK were

shown cultural artefacts in the correct

and inverted forms.

When asked about their own culture’s

artefacts, they chose the correct form

because they were familiar with the items and instinctively knew

what looked right.

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System 1 can be primed so that decision-making feels right

then

thenPrime with

Prime with

vs

When primed with mayonnaise, something from the same category as ketchup, the ketchup received greater positivity than

when primed with vitamins.

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The greater the Fluency, the more we like and the more we pay

Luxurious fontLuxurious shape

Casual fontCasual shape

Casual fontLuxurious shape

Luxurious fontCasual shape

1.26 1.14 0.84 0.99Price expectation (€):

Rompay and Pruyn, 2011

Different combinations

found that people were

more likely to pay a

premium for bottles with

matching shape and

font

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Identifying Fluent Ideas

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BrainJuicer’s Predictive Markets: A Detector for Fluent Ideas

We create a notional share buying and selling game. Step 1: Would you buy or sell shares in these ideas?

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BrainJuicer’s Predictive Markets: A Detector for Fluent Ideas

Step 2: For the sell and buy shares, how do you think people would feel about this idea?

We use FaceTrace® to turn this into a Star rating…

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Which of these faces best expresses how you think people would feel about this idea?

5-Star Ideas Delight Rather than Disrupt; 1-Star Evoke Contempt and Disgust

15 17 18 18 18

27

4250 56

6535

2924 20

13

3

1 1 1 1

2

1 1 1

1

11 6 4 3 21.50 1.70 1.80 2.00 2.20

1227

% of

resp

onde

nts

Intensity Scorescale 0 to +3

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Fluent Dissonant

More feelings of Contempt, Disgust, Anger, Fear, and Sadness

More feelings of Happiness and Surprise

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Pr

edic

tive

Mar

kets

Lau

nch

Pote

ntial

Bottom half Next 25% Next 10% Next 10% Top 5%

E m o ti v e P r e d i c ti o n P e r c e n ti l e

50 75 85 95

High Loss Risk

LowReturns

Solid Investment

Market Beater

NextBig

Thing

Predictive Markets | Predicting In-Market Success

Correlation with share:

+0.82

Ideas receive a Star rating which correlates with real market success

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Looks like cracking medicine in a dip - rotten idea. Bad for kids. Gimmicky.Can't imagine the flavour being authentic.

Looks like a pill, adding drugs to food

Capsules make me think of illnessIt looks like medication

Way to put drugs in someone's food and pretend it's dip flavouringSounds like a good idea - if you like dips

It's a different ideaWould save on wastage as no sell by date.

The unique way of flavouringIts like nothing available at this time

17

22

23

14

10

1.62

22

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Scorescale (0 to +3)

Flavour Capsules

We tell you when visuals and language don’t look right

Lacking fluency, it looks like medication, not dip

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13

23

25

4

10

1.77

25

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Scorescale (0 to +3)

Harry Brompton’s Alcoholic Ice Tea

And when the idea has been framed poorly

People were responding to the presentation of the ice tea rather than the idea itself. It had been framed

around what they already like, which is a hot cuppa tea.

When first paragraph is removed, ratings performed much better

Tea is tea - not to be messed withPartiers don’t want tea

Cold tea isn't nice - so why would we want an alcoholic cold tea?

It is not appetizing

If you want ice tea, drink ice tea. If you want alcohol drink alcohol

Sounds refreshing, different and stylish

Because it's a strange concept and I can't think when people would drink itTotally new concept for the UK, although there are Belgian tea beers

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13

57

26

31.74

1Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Scorescale (0 to +3)

Stella Artois Cidre Raspberry

And identify those ideas where ‘you had me at hello’

Linking cidre to raspberry, raspberries were placed in a bucket that would usually be used for apples. They used fluency to expand the idea of apple cidre to fruit cidre.Don’t like the flavour

I do not think cider and raspberry will go

Looks too sweetDepends on whether they like fruit or not

Different and sounds very niceFruit cider is very popular at the momentPeople like fruit cider, it would sell well

I think it sounds very appealing also thirst quenchingIts a surprising combination but looks good and refreshing

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How you frame your idea for acceptance

What makes it genius?

Understood at a glance

Surprisingly obvious

Familiar story

What makes it work?

Idea

Technology

Features

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Get in touch if you’d like our help in making your innovation Fluent!

Contact enquiries@brainjuicer.com