Crawford hollingworth behavioural economics - 2012
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Transcript of Crawford hollingworth behavioural economics - 2012
A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
BEyond Nudge : BE inspired strategic frameworks for marke8ng and market research Crawford Hollingworth, The Behavioural Architects
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: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Beyond Nudge Unlocking the strategic power of BE
April 2012
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
2 Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Elevator Pitch – BE and Neuroscience…
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1. Much of what influences our behaviour is subconscious / below the surface
3. We are also subject to a plethora of cogni*ve biases such as herd ins*nct, loss aversion and scarcity bias
2. We are hugely influenced by the context around us and use anchors, shortcuts and rules of thumb to navigate this context and make decisions
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
How does it affect our day jobs?
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BE challenges and inspires how we think about consumer behaviour and behavioural change
It offers myriad exci*ng concepts for making sense of what we see.
It challenges and inspires the ques*ons we should ask of consumers and seek to understand and it provides frameworks for how we structure, analyse and present research
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
The paradox of choice – too many good
op>ons too many op8ons can be paralysing
The power of the social groups -‐ herds
The commitment bias
Change the frame change the picture – how liLle changes in how something is presented changes
the meaning
Rules of thumb [heuris*cs] and anchors – we are all cogni>ve misers
Habits and why we don’t like change
Choice architecture – All choices are rela+ve
Changing the default seWng
Loss aversion and endowment -‐ how dislike loss more than gain and overvalue what we have.
Hot and cold zones-‐ ge0ng carried away in the moment
Discoun*ng the future and the power
of now –Live for today
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Iden*fying behavioural levers
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Loss aversion
Power of now
Authority bias
Social proof
“You cannot understand the success of sites like Amazon, Groupon or Booking.com without understanding BE
principles like social proof, loss aversion and scarcity to name but a few”.
Laurence Boschetto, President of Draft FCB
Scarcity bias
Social norms
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
BE Level Two Harnessing the power of BE at a deeper, strategic level
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
BE directs us to ….
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To focus on understanding consumers’ behavioural rather than aQtudinal journey
To consider a wider contextual view of poten>al behavioural influences.
BE provides us with a strategic framework or architecture for inves>ga>ng and defining this behavioural journey
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
TRIGGERS BARRIERS
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Target Consumer Behavioural Journey
Macro societal trends shaping social norms
& behaviours
Situa+onal drivers of behaviour in-‐store,
online etc.
Behavioural influences in home / other
consump+on contexts
Brand cues & shortcuts shaping
consumer behaviour
Contextual Mapping
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
An inspira*onal way to look more deeply at consumer behaviour, behavioural change and unlock insight
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The consumer behavioural journey – conscious and subconscious triggers and barriers
Providing a behavioural opportunity map for innova>on – wider, more holis>c model
The choice architecture opera>ng around a category or brand – inspiring new posi>oning and strategies
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
11 Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
12 Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Behavioural journey and the influence of different contexts
Surface and explore conscious and subconscious behavioural influences
Framework for brand posi*oning, innova*on spaces and category mapping
A dynamic map of consumer behaviour
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Believe in BE
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Crawford Hollingworth, The Behavioural Architects, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Check out our chapter in ‘Leading Edge Marke>ng Research’ hLp://www.amazon.co.uk/Leading-‐Edge-‐Marke>ng-‐Research-‐21st-‐Century/dp/
1412991315
Or over 30 ar>cles we have wriLen on BE on both the Research Live and Marke>ng Society blogs
Crawford Hollingworth: [email protected]
A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
BEyond Nudge : BE inspired strategic frameworks for marke8ng and market research Crawford Hollingworth, The Behavioural Architects
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