fluent innovation: using behavioural science to make your next big idea a success
Post on 13-Feb-2017
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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
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