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A Behavioral Consulting Webinar by BrainJuicer®January 2013
Behaviour Design: Applying the Behavioural and Decision Sciences to Shopper Insights & Marketing.
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Most CEOs question the value of Marketing & Insights
Source: Fournaise Marketing Group’s 2012 Marketing Effectiveness Program
“78% of these CEOs believe that marketers are disconnected from
business results”
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Turning Human Understanding into Business Advantage
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System 1 and System 2 Thinking
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SlowAnalytical
DeliberativePropositional
Conscious
System 2
FastIntuitive
InstinctiveMetaphoric Unconscious
System 1
Behaviour driven by two decision-making systems…
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System 1 decision-making is faster and less effortful
System 2
System 1
50 bit/sec
11,000,000 bit/secZimmerman, M. (1989) "The Nervous System in the Context of Information Theory".
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“Thinking is the hardest work there is,
which is probably the reason why so few
engage in it.” -Henry Ford
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We think much less than we think we think
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9 to 1AGAINST you
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Values
Actions
Decisions
Preferences
Attitudes
“Purity”
“The simpler the better”
“I prefer food without
preservatives”
“I want an all natural snack”
“I’ll buy that Kashi bar”
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Context heavily influences our behaviours!
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Therefore Shopper Insights must evolve to building solutions.
Architecting “Consumer Preference” via Brand Design
Building “Shopper Choice” via Behavior Design
Shopper Needs
Building Brands
Brand Engagement
360 Equity Campaigns to Drive Brand Meaning
Brand Design
Choice Architecture
Building Context
Engaging Environments
Architecting Choice Along Decision Cycles to Drive Conversion
BEHAVIOUR DESIGN
From Only:
To Also:
DECISIONS
DECISION
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Behavioural Audit : Behavioural audit on personal, social and environmental factors that drive choice.
Behavioural Design: We design for a new behaviour to drive purchasing
Behavioural Experiment: We partner with you to test interventions in-situ and monitor sales effects.
Behavioural Consultancy
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Case Studies…
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Case Study #1: Behavioural Audit & Research
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Self Image: WarriorsStore is a resource to “Win” He shops in a physiological hot-states
Key Behavioural Audit & Research Findings
Primes ImpulsivityMini Las VegasMaking price a tertiary consideration
Shop alone and for themselvesLacks conformity obligationsNo judging
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Limited variety Pepsi-centric messaging with calming colors.
Price-centered Promotion
Case Study #1: Behavioural Audit and Research
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A Behavioral Designed Solution:
A Behavior Designed Solution:
“Prime the Need”
Promotion Regulatory Focus
“Frame the Choice”
HedonicBundling
“Trigger the Behavior”
Epic Moments
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Case Study #2: Behavioural Design
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Case Study #2: Behavioural Design
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Case Study #2: Behavioural Design
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Case Study#3: Behavioural Testing
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Key Behavioural Testing findings for Chocolate
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Key Behavioural Testing findings for Fragrance
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Key Behavioural Testing findings for Fragrance
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The effect of scent on average sales value
Scent off Scent on
Average sales value percustomer (€)
20%
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Happier, Quicker, More Confident Decisions
More Enjoyable Experiences
Greater Conversion and Buying Momentum
Lower Price Sensitivity
Behaviour Design benefits everyone
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Questions – type into question box on right side of screen. Or e-mail the team with your challenges.
