Neil gains behavioural economics - 2012

A Presenta*on from The NewMR Behaviour Economics Event

19 April 2012

Asking Ques+ons Without Asking The Ques+on Neil Gains, Tapestry Works

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: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2

Asking Questions Without Asking The Question

Neil Gains, Tapestry Works


Asking the wrong questions?

1.  Market research asks too many ‘questions’

2.  Consumers do not have the ‘answers’ and asking questions forces them to give wrong ones

3.  Avoid asking questions and find smarter to ways to get the answers



3 key concerns

1.  Most decision making is unconscious

2.  Questions are highly dependent on framing to get the right answers

3.  Asking questions changes the consumer experience




11,000,000


16










(Not Quite) Total Recall

1.  Original context

2.  Free recall

3.  Expert knowledge



Design for questions

Colour

Thickness

5.5

5.1

5.9

5.5

6.1

6.4


Modeling answers

Colour

Thickness

5.5

5.1

5.9

5.5

6.1

6.4

Increased levels of liking

6.7

6.4

6.1

5.8 5.2 5.5



Asking the right questions

1.  Measure real behaviours, consumption, non-verbal responses

2.  Focus on the key question only (if you must)

3.  Use smart design and analysis to reveal the true answers


Thank you

Neil Gains Tapestry Works


Q & A

Sue York NewMR

Neil Gains Tapestry Works


Neil Gains

Read Neil’s blog @ hEp://www.inspectorinsight.com/ @ hEp://www.doctordisrup>on.com/

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A Presenta*on from The NewMR Behaviour Economics Event

19 April 2012

Asking Ques+ons Without Asking The Ques+on Neil Gains, Tapestry Works

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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Neil gains behavioural economics - 2012