nudge - in vivo bva usa · •mindless munching leads to obesity •smarties can be a responsible...
TRANSCRIPT
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Nudge
Helping Marketers
Gently Change Behaviors Shopper Brain
Conference
June 22, 2017
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What is Nudge?
…in a non-conventional but predictable way
A gentle help to influence people’s behaviors…
Please dispose of trash
in receptacles Litter reduced 46%
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How to Reduce the Number of Road Accidents?
Decreased Accidents By 36%
Chicago’s Lake Shore Drive
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What is Nudge?
It is grounded in Behavioral Economics
We are not rational agents maximizing self-interest…
… but only fallible humans driven by impulse, habits, and context.
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The 4 Implicit Forces Which Drive Our Behavior
We Are…
EMOTIONAL
CONTEXTUAL SOCIAL
ILLOGICAL
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Nudge Leverages Irrational Decision-Making
Donations to Help Hunger Victims:
• 2 options to raise money:
◦ “Help 3,000,000 children”
◦ “Help Rokia” – whose picture was shown
Donations were more than double for the one girl
Would you like to help Rokia?
Increasing Staff’s Hand Washing:
• Added the smell of lemon to area outside of ORs
Compliance increased from 15% to 47%
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Using Nudge to Help a Brand and Save Lives!
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How to Reduce Electricity Consumption?
A Change in the Utility Bill Led to Millions in Savings!
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How to Encourage Soup Consumption?
OPTION 1: 79¢ / can
No purchase limit
OPTION 2: 79¢ / can
LIMIT 12 cans / person
3.3 cans / person
QUANTITY SOLD 7.1 cans / person
Promotional Price Reduction: From 89¢ To 79¢
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Applying Nudge to Marketing
The goal is BEHAVIORAL CHANGE
Rational approaches have PROVEN LIMITS
CONSUMER wants to do the new behavior (A “Win-Win” situation)
Adopting New Usage Occasions (Developing New Habits)
Encouraging Compliance (Reinforcing Positive Habits)
Category-Level Behavior (Not Brand Preference)
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How to Encourage Mindful Snacking?
• Even those interested in “healthful eating” are unaware of “right” portion
◦ most Smarties buyers eat the entire pack at once.
• Mindless munching leads to obesity
• Smarties can be a responsible snack
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How to Encourage Mindful Alcohol Consumption?
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Our Proprietary NudgeLab Process
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Uncovering “Levers” & “Micro-Barriers”
Second
Moment of
Truth 2
0
Zero Moment
of Truth
WEB
MOBILE SOCIAL
INDIVIDUAL
SHOPPER
USER
REPUTATION
MEDIA
PACK
WOM
PRODUCT
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First Moment
of Truth
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Inspiration-Based Nudge Ideation Workshop
1- Reminder of the principle of Nudging with examples: to immerse participants in a new way of thinking and show them the type of solutions that are expected.
2- Synthesis of the ethno stage results in a creative way: to favor the creation of solutions drawing on the explicit and implicit barriers and levers identified
3- Stimuli / Projection using the Nudge cards: to promote the emergence of Nudges at the different touchpoints, drawing inspiration from existing Nudges adapted to the desired behavior.
4- Formulation of the Nudges: for a concrete and operational output, which represents the basis of the future NudgeBook.
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Prioritizing Nudges Based on Matrix Position
An evaluation based on 7 criteria and 2 reading axis
Internal acceptability: Ability of the Nudge to be accepted by internal
individuals (rules, …)
Consumer risk: Risk of non-acceptability by the individual.
Cost: Financial cost of the Nudge implementation.
Simplicity: Simplicity of the Nudge implementation.
Efficacy : Expected efficacy for encouraging the desired
behavior.
Size of the target: Number of people affected by the Nudge.
OPPORTUNITY
FEASIBILITY
Long term effect: Ability to affect behavior in the long term
Mapping the Nudge Matrix, indicating the prioritization
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Assessing Nudge Performance
BEFORE NUDGE IMPLEMENTATION
2. Concurrently
Measurement of significant differences (quantitative)
Measurement of minor/major gap (qualitative) Modify / Select
AFTER NUDGE IMPLEMENTATION
AREA WITH NUDGE
IMPLEMENTATION
AREA WITHOUT NUDGE
IMPLEMENTATION
1. Sequentially
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We’ve Conducted “Nudge” Studies for Leading Marketers...
…Addressing a Wide Range of Challenges & Desired Behavioral Changes.
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How Can We “Nudge” People To Brush Their
Teeth More Often?
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How Can We “Nudge” People
To Use Margarine for
Baking?
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How Can We “Nudge” People To Adopt a New
Form of Pest Control?
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How Can We “Nudge”
Compliance of Daily
Supplements?
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Our Nudge Process Can Be Focused More Narrowly
“Full” Nudge “Shopper” Nudge
For Strategic Initiatives Involving the Full Consumer Experience
(ZMOT, FMOT & SMOT)
For More Tactical Initiatives Focused on the FMOT
(Impacting Shopper Behavior)
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How Can We “Nudge”
Additional Items in the Ethnic Aisle?
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ShopperNudge
A Workshop with PRS IN VIVO Nudge Specialists, Cross-Functional Client Teams & Creative Consumers
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Let’s Discuss Your Nudge Opportunities!
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Let’s Discuss Your Nudge Opportunities!
Jonathan Asher Executive Vice President
T: 201.720.2724
Most people immediately think of at least 3 applications for Nudge after hearing this
presentation – what are yours?
Please Visit www.prs-invivo.com