cracking the code…insights for mobile from behavioral sciences - pondering panda
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November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
SHIRLEY EADIE - PONDERING PANDA
THE CODECRACKING
M
!Fast!
Intuitive!Instinctive!Automatic!
Unconscious
Slow!Analytical!Controlled!Deliberate!Effortful
System 1 System 2
+ = R110
2% of total!body weight
20% of total!energy consumption
Cognitive Biases
Context Biases Time Biases Social Biases
TIMECONTEXT SOCIAL
{Framing} !
The context within which something is presented or ‘framed’, alters how it is perceived.
CONTEXT
{Anchoring} !
The impact of numbers, sometimes random numbers, on decision making.
CONTEXT
75%
80%
{Salience} !
Information that stands out, is novel, or seems relevant is more likely to affect our thoughts & actions.
CONTEXT
n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!Survey ran in November 2013
Order Bias
When did you last have fast food?Q
Today (top of response list)
Today (bottom of response list)
TODAY
n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!Survey ran in November 2013
Order Bias
When did you last have fast food?Q
TODAY
Today (top of response list)
Today (bottom of response list)
Increased order bias on small screens • Rotations vital • Eliminate scrolling • Reduce character set • Reduce response fields
!Split cell methodology
• Capitalise on large samples • One concept - One cell
M
Mobile application
{Present Bias} !
The tendency to give more weight to present events than future ones.
TIME
Impact of Time of Day
67%
48%
67%
48%
n = 4 793 | Ages: 13 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!Survey ran in August 2014
Lunch (11:30 -14:00)
Rest of the day
How likely would you be to buy a 330ml Coke, a tomato-and-cheese sandwich and a small packet of Simba chips, for R25.00?
Q
Very Likely (During Lunch) Very Likely (Rest of Day)
Impact of Time of Week
n = 5 661 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Weekly tracker | Conducted in March 2014 across 5 weeks | Interviews (Sunday & Monday) conducted close to reported behavior (past weekend)
Sunday Evening
Monday Morning
Monday Afternoon/ Evening
%
How was the weekend for you?Q
Those who answered ‘GOOD’
46%51%
54%
{Diversification Bias} !
The tendency to overestimate the extent to which we will make different decisions in future.
TIME
Diversification Bias
0
20
40
60
80
Day 1 Day 2 Day 3
Sequential
Advance
Adapted from Read, Loewenstein and and Kalyanaraman (1999)
Mobile device - ideal for in-the-moment or close-to-the-moment research
Essential to date & time stamp interviews
Include temporal analysis where relevant
Make use of Predictive Analytics to model future behaviour (e.g.: CHAID)
Simulate future scenarios using newly available analytical techniques (e.g.: BrandStretcher)
M
Mobile application
{Social Norms} !
The extent to which other people in our environment play a role in shaping our behavior.
SOCIAL
Who’s counting?
Those told that the average consumption of alcohol was 5 units, were more than twice as likely
to admit to drinking 5 units themselves
{Me Error} !
The tendency to consistently overestimate our ability or accurately judge our behavior.
SOCIAL
How’s YOUR driving?
n = 445 | Ages: 18 - 34 | Vehicle drivers | Weighted to national proportions across age, gender and race!Survey ran in September 2014
Thinking about your driving skills compared to other drivers in South Africa, which of the following best describes you? My driving is…
Q
38% rate themselves in the top 10%
0
5
10
15
20
25
30
Top 5% I am one of
the best drivers
Top 10% I am a really
good driver
but not great
%
• Me to We research • Reduces ‘Me Error’ • Allows for smaller sample set
!!
• Mobile interviewing ideal for - • Researching socially sensitive topics • Reducing interviewer bias • Reducing group think!
!
M
Mobile application
http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify
http://www.exactitudes.com/index.php?/series/detail/3
http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555
About 38% of the adult population in sub-Saharan Africa lack the basic literacy and numeracy skills needed in everyday life.
https://www.youtube.com/watch?v=DRCMdnCr6h0
http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248/ref=sr_1_1?s=books&ie=UTF8&qid=1414742653&sr=1-1&keywords=predictably+irrational
http://www.sciencedaily.com/releases/2008/10/081006130542.htm
http://www.nytimes.com/2013/04/14/business/for-penney-a-tough-lesson-in-shopper-psychology.html?pagewanted=all&_r=0
http://www.amazon.com/Everything-Obvious-Common-Sense-Fails/dp/0307951790/ref=sr_1_1?s=books&ie=UTF8&qid=1414742686&sr=1-1&keywords=everything+is+obvious+once+you+know+the+answer
http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify
References
http://blog.ponderingpanda.com/2014/07/risk-savvy/http://www.understandingprejudice.org/apa/english/page7.htm
http://www.behavioraleconomics.com/
http://www.units.miamioh.edu/psybersite/fans/inoutbias.shtml
http://allpsych.com/psychology101/groups.html
http://www.simplypsychology.org/conformity.html
http://education-portal.com/academy/lesson/group-behavior.html#lesson
https://www.youtube.com/watch?v=fup-jRZKd1M
https://www.youtube.com/watch?v=FnT2FcuZaYI
http://www.thepowerofintroverts.com/about-the-book/
http://www.amazon.com/The-Thinking-Clearly-Rolf-Dobelli/dp/0062219693
http://www.amazon.com/The-Domesticated-Brain-Pelican-Introduction/dp/0141974869
http://www.amazon.com/Risk-Savvy-Make-Good-Decisions/dp/0670025658
References
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
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