using behavioral economics to - insight...
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BREAKING UP IS HARD TO DOUsingBehavioralEconomicstoSpeedNewProductAdoption
Produced by Ipsos Marketing
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WhenNeilSedakawrote“BreakingUpIsHardtoDo,”littledidheknowhe’dwrittenatreatiseforthemodern shopper.
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ByapplyingthelearningsfromBehavioralEconomics,youcanintroducenewproductsthataremoresuccessfulin-market.
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WhyBreakingUpIsHardtoDo1
SingingANewResearchSong2
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WHY BREAKING UPIS HARD TO DO
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Ingeneral,therearetwoprimarymotivatorsthatleadpeopletopurchaseanewproduct.
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However,evenwhenbothmotivatorsarepresent,consumersdon’talwaysswitchproducts.BehavioralEconomicsprovidesmultipleexplanations.
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ENDOWMENTEFFECT STATUSQUOBIASPROSPECTTHEORY
GainLoss
Pain
Joy
- 50 +50
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OurproposedAdoptionEquilibriumFrameworkseekstocreateconceptsthatbalancemotivatorsforswitchingwithovercomingbarrierstoswitching.
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EXISTINGPR
ODU
CT NEW
PRODUCT
IMPACTOFINERTIA
PROBLEMSOFCURRENT
NEGATIVESOFNEW
ATTRACTIONOFNEW
BARRIERS
MOTIVATORS
PRODUCTCHOICE
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Today,companiesfocusmostlyonthoseelementsintheirnewproductstheybelieveconsumerswillfindappealing.
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NEW
PRODUCT
PROBLEMSOFCURRENT
ATTRACTIONOFNEW
MOTIVATORS
PRODUCTCHOICE
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Payingmoreattentiontothenegativeforcesthatkeepuswithexistingproductsiswherethegreatestopportunityexiststoimproveproductadoption.
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EXISTINGPR
ODU
CT
IMPACTOFINERTIA
NEGATIVESOFNEW BARRIERS
PRODUCTCHOICE
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Todemonstratethesebarrierstoadoption,aswellashowtoovercomethem,weleveragefourrecentresearchprojectsalongwithtextanalytics.
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LifeInsurance Cereal BeautyCareWiFi
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Consumerreactionstonewproductsareinsomecasesactuallymorenegativethanpositive.
EXISTINGPRO
DUCT N
EWPRO
DUCT
17% 29% 24%41% 47%61% 19%
LifeInsurance Cereal BeautyCareWiFi
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Evenwithinthesamedimension,wesawthatthenegativeswerestrongerthanthepositivesatimpactingpurchaseinterest.
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ImpactonPurchaseInterest
EXISTINGPR
ODU
CT NEW
PRODUCT
Likehighlightedingredient
HealthyUnhealthy
Donotwanthighlightedingredient
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Alltheconceptstestedevidencedbarrierstoadoption,butthereweredifferencesseendependingontheconcepttested.
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INERTIA(HappywithwhatIhave,
Idon’tneedthis)
NEGATIVES(e.g.,Expensive,
don’tlikefeatures)
SYSTEM2(e.g.,Ineedmore
information,Iwouldcompare)
19%
15%
19%
42%
12%
28%
19%
41%
SYSTEM2goldmeaningslowdownthedecision
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ByusingtheAdoptionEquilibriumFramework,wewereabletoidentifyclearwaystoovercomebarrierstoadoptionbywritingbetterconcepts.
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System2Thinking Side-by-sideguide Simplify
policy
ImpactofInertia
Targetmales
FocusonnoisereductionIncreaseemotional appeal
NegativesofNew Simplify
policy
Ingredienteducation
Improvesecurity
Manualoverride
LifeInsurance Cereal BeautyCareWiFi
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SINGING A NEWRESEARCH SONG
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It’snotenoughtoleverageaBE-basedAdoptionEquilibriumFramework.Ourapproachtotestingconceptsshouldalsoreflecttheselearnings.
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ConceptTesting
Adoption EquilibriumFramework
PRODUCTCHOICE
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1
1 Qualitativelypretestingconcepts
Thentextanalyzing results2
Allowsustoputthestrongestofferintothestage-gateprocess.
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Makeaconsciouschoicewhenwritingconceptsregardingthedegree towhichyouareaskingforSystem1vs.System2thinking.
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2
StartingPrice $1,499 $1,299
CPU 6th-Gen Corei5 2.7-GHz,5th-GenIntelCore i5
GPU IntelGraphicsHD520 IntelIrisGraphics 6100
Display 13.5inches, 3000x2000 13.3inches, 2560x1600
RAM 8GB/16GB 8GB/16GB
Ports USB3.0(2),Mini DisplayPort, SDCard USB3.0(2),HDMI SDCard,Thunderbolt 2(2)
Size 12.3x9.14x0.51-0.9inches 12.35x8.62x0.71inches
Weight 3.34pounds(3.48withNividia GPU)
3.48pounds
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Testingconceptswithinadirectcompetitivecontextwillforceconsumerstomostrealisticallyrespondtoadoptionbarriers.
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ExistingProduct
NewProduct
3
MEETSYOURNEEDS
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Leveragingnaturalconsumerlanguageatleastasmuchasattributeswillprovideagreaterunderstandingofmotivatorsandbarriers.
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WHAT’SNOW
WHAT’S NEXT
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BALANCED INNOVATION PIPELINEINCREMENTAL INNOVATION
TEXT ANALYSIS OF OPEN ENDSANALYSIS OF ATTRIBUTES
FOCUS ON MOTIVATORS AND BARRIERSFOCUS ON MOTIVATORS
DIRECT COMPARISON TO DEFAULT OPTIONMONADIC CONCEPT TESTING
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WHAT’SNEXT
WHAT’SNOW
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THANK YOU