1 a behavioral consulting webinar by brainjuicer® january 2013 behaviour design: applying the...

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A Behavioral Consulting Webinar by BrainJuicer®January 2013

Behaviour Design: Applying the Behavioural and Decision Sciences to Shopper Insights & Marketing.

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Most CEOs question the value of Marketing & Insights

Source: Fournaise Marketing Group’s 2012 Marketing Effectiveness Program

“78% of these CEOs believe that marketers are disconnected from

business results”

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Turning Human Understanding into Business Advantage

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System 1 and System 2 Thinking

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SlowAnalytical

DeliberativePropositional

Conscious

System 2

FastIntuitive

InstinctiveMetaphoric Unconscious

System 1

Behaviour driven by two decision-making systems…

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System 1 decision-making is faster and less effortful

System 2

System 1

50 bit/sec

11,000,000 bit/secZimmerman, M. (1989) "The Nervous System in the Context of Information Theory".

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“Thinking is the hardest work there is,

which is probably the reason why so few

engage in it.” -Henry Ford

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We think much less than we think we think

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9 to 1AGAINST you

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Values

Actions

Decisions

Preferences

Attitudes

“Purity”

“The simpler the better”

“I prefer food without

preservatives”

“I want an all natural snack”

“I’ll buy that Kashi bar”

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Context heavily influences our behaviours!

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Therefore Shopper Insights must evolve to building solutions.

Architecting “Consumer Preference” via Brand Design

Building “Shopper Choice” via Behavior Design

Shopper Needs

Building Brands

Brand Engagement

360 Equity Campaigns to Drive Brand Meaning

Brand Design

Choice Architecture

Building Context

Engaging Environments

Architecting Choice Along Decision Cycles to Drive Conversion

BEHAVIOUR DESIGN

From Only:

To Also:

DECISIONS

DECISION

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Behavioural Audit : Behavioural audit on personal, social and environmental factors that drive choice.

Behavioural Design: We design for a new behaviour to drive purchasing

Behavioural Experiment: We partner with you to test interventions in-situ and monitor sales effects.

Behavioural Consultancy

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Case Studies…

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Case Study #1: Behavioural Audit & Research

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Self Image: WarriorsStore is a resource to “Win” He shops in a physiological hot-states

Key Behavioural Audit & Research Findings

Primes ImpulsivityMini Las VegasMaking price a tertiary consideration

Shop alone and for themselvesLacks conformity obligationsNo judging

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Limited variety Pepsi-centric messaging with calming colors.

Price-centered Promotion

Case Study #1: Behavioural Audit and Research

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A Behavioral Designed Solution:

A Behavior Designed Solution:

“Prime the Need”

Promotion Regulatory Focus

“Frame the Choice”

HedonicBundling

“Trigger the Behavior”

Epic Moments

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Case Study #2: Behavioural Design

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Case Study #2: Behavioural Design

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Case Study #2: Behavioural Design

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Case Study#3: Behavioural Testing

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Key Behavioural Testing findings for Chocolate

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Key Behavioural Testing findings for Fragrance

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Key Behavioural Testing findings for Fragrance

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The effect of scent on average sales value

Scent off Scent on

Average sales value percustomer (€)

20%

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Happier, Quicker, More Confident Decisions

More Enjoyable Experiences

Greater Conversion and Buying Momentum

Lower Price Sensitivity

Behaviour Design benefits everyone

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Questions – type into question box on right side of screen. Or e-mail the team with your challenges.

Will.leach@brainjuicer.com

Peter.harrison@brainjuicer.com