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

Q  &  A  

Sue York NewMR

Crawford Hollingworth The Behavioural Architects

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:  crawford@thebearchitects.com  

 

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