rajwant sandhu research innovation 2016
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BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
BehavioralEconomics
RajwantSandhu,PhDFreshSqueezedIdeas
7December2016
Marke&ng’slatestshinynewthing,orthe&ppingpointformarke&ngtransforma&on?
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Traditional research elicits
ra3onaliza3onsnotmo3va3ons.
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
1.Futureprojec-onsarenotreliable
2.Memoriesareskewed
3.Changeishard
4.Choicesarebasedonrela-venotabsolute
evalua-ons
5.ContextmaPers
6.Wewanttofitin.
7.Wearenotgoodat
valua-on.
$$$ $ $
TheDecision
7SubconsciousDriversofBehavior
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
BehavioralSciencePrinciplesforResearch
ImplicitOverExplicit
TaskOverAsk
ThemOverUs
ImplicitAssocia3onTask VideoorPhotoAssignment
AUributeElicita3onTask PrinciplesNotTools
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
1. Howcanwemoveourbrandawayfromdietandtowardshealthassocia3ons,and…
2. whichofourflavorop3onsismostrelatedtodiet?
A Snack brand asked:
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Implicitassocia-onsSubconscious assessments are made within milliseconds
✗✓
Then Rationalization
I like his eyes, his
lips…
Subconscious Assessment
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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!
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Attribute elicitation task
Benchmarking Your Brand 3 Qualitative Insights 4
Relevant Comparisons 1 2 Ranking importance of attributes
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
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.
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Traditional research elicits
ra3onaliza3onsnotmo3va3ons.
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Behavioural Science principles elicit
mo3va3onsnotra3onaliza3ons.
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
ThankYou!
www.freshsqueezedideas.comP:416.235.0909x159
E:rajwant.sandhu@freshsqueezedideas.com
BehavioralEconomics:Marke3ng’slatestshinynewthing,orthe3ppingpointformarke3ngtransforma3on?ResearchInnova-on-RajwantSandhu,PhD,FreshSqueezedIdeas,2016
Q&A
RayPoynterTheFuturePlace
RajwantSandhu,PhDFreshSqueezedIdeas
YourPhoto
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