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SHOPPING MALLS REVEALED -

HOW TO BETTER UNDERSTAND

CUSTOMERS. Emotions that shape desires, needs and behavior.

NEUROHM – bridging science with business.

We are a global neuro research & technology provider emerged from an innovative R&D project started in 1997.

We develop new research methods based on scientific discoveries and high technologies for market resaerch.

NEUROHM – the innovative R&D company

NEUROHM - world experience in

neuro & implicit since 1997

6 continents

40+ countries

100+ partners

65.000+ respondents

13.500.000+ individual reactions collected

Our aim is to contribute to the world of business by discovering true motives, emotions and drivers of the ways consumers behave.

HOW TO BETTER UNDERSTAND

CUSTOMERS

When 100 consumers say YES to a survey question

Did you know that?

100%

When 100 consumers say YES to a survey question

almost half of them is uncertain of their own answer?

Did you know that?

yes, BUT…

uncertain answers

certain answers

100%

56% 44%

Source: NEUROHM benchmark database (2013 - 2017)

What makes consumers uncertain?

don’t have enough relevant information

don’t want to criticize or try to be politically correct

haven’t made up their mind yet

Uncertainty…

’I would recommend it.’

’It is a place for me.’

’I will buy it.’

56% 44%

uncertain answers

certain answers

Source: NEUROHM benchmark database (2013 - 2017)

Changing the way we see the world

ATTITUDErational

OPINION

ATTITUDErational

OPINIONemotional

CERTAINTY

NEW MODEL

+

=

TRADITIONAL MODEL

=

Why it is important?

SYSTEM 1 - implicit Emotional, Impulsive, Automatic;

Subconscious experiences,

Motives and attitudes.

SYSTEM 2 - explicit Rational,

Conscious, Verbal;

Declarative, Opinions,

Daniel KahnemanPrinceton University

Main purchase drivers are located in subconscious processing.

Gerald ZaltmanHarvard Business Schoolconclusion:

THAT DECLARATIONS ARE OFTEN NOT ENOUGH TO MEASURE CUSTOMERS ATTITUDES!

How to measure certainty?

Asking directly is not the best solution!– answers may be cognitively distorted

– respondents might be not aware of real reasons

CERTAINTY should be assessed indirectly by measures that reach beyond declarations.

Integrate explicit and implicit measures to get the full picture.

Strength & accesibility of attitudes

Russell H. FazioOhio State UniversityAttitudes: Insights from the new implicit measures. New York: Psychology Press. (2009)

CERTAIN (STRONG) ATTITUDES ARE MORE

LIKELY TO DRIVE BEHAVIOR

Fazio & Williams (1986). Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: An investigation of the1984 presidential election. Journal of Personality and Social Psychology, 51, 505-514.Fazio, Powell, Williams (1989) The Role of Attitude Accessibility in the Attitude-to-Behavior Process. Journal of Consumer Research, 16, 280-288.Fazio, Roskos-Ewoldsen (2005). Acting as we feel: When and how attitudes guide behavior. In Brock, Green (Eds.), Persuasion: Psychologicalinsights and perspectives (pp. 41-62).

Reaction Time uncovers consumers’ TRUE ATTITUDES

CERTAINTY gives more accurate resultsturnout forecast

55.7%60.8% 55.3%

85.1%96.2% 84.9%Scottish Independence

Referendum 2014

Polish Presidential Elections 2015

ACTUALDECLARED CERTAIN

Source: NEUROHM internal R&D studies (2014 – 2015, N=2160)

French Presidential Elections 2017

74.8%76.0% 74.6%

CERTAINTY gives more accurate resultspredictions of consumer real behavior [via shelf-test]

49%87% 46%

ACTUALDECLARED

56%71% 50%

CERTAIN

Brand Evaluation

Product Evaluation

[average score gathered from 8 brands and 8 products from FMCG category]Source: NEUROHM internal R&D studies (2014/2015, n=1985)

EXPLICITobservations

Measure of certainty sharpens the image

Integration of declaration & certainty

sharpens observations and give new perspective to old questions.

EXPLICIT + IMPLICITobservations

CERTAINTY gives more accurate resultsidentifies who truly believes

Source: NEUROHM study 2016 - 512 sales agents of one of the biggest financial institution were tested on 60 statements regarding various areas: the product, relationships with clients, self –esteem, self-development, work-life balance, sales skills

DECLARED

36%81%

CERTAIN

Superior sales agents(accordingly to actual sales record)

56%84%

Average sales agents(accordingly to actual sales record)

Certainty can enhance various areas of market research

Shopping mall evolution

Then… Now…

What’ve changed?

Customers experienceBuying style

Peoples’ knowledgeBeing there status

22 shopping malls tested

6 cities

1124 consumers

50% Women, 50% Men

16-71 years old

All types of education

Shopping mall research – Polish Edition

OFFER

RESTAURANTS

EXPERIENCE

COMFORT

ENTERTAINMENT

TESTED CATEGORIES OF DRIVERS

RESEARCH DETAILS

OFFERS WELL-KNOWN BRANDS

HAS A SUPERMARKET

OFFERS REGIONAL BRANDS

OFFERS NICHE BRANDS

It is important but…

Source: NEUROHM study 2017 – 1124 consumers of polish shopping malls were tested on 60 attributes regarding various areas: offer, restaurants, experience, comfort, entertainment.

DECLARED + CERTAINTY

96%

95%

85%

84%

OFFER

FOOD THAT MATCHES VARIOUS TASTES

RESTAURANT WITH GOOD REPUTATION

CHEAP FOOD

CUISINES FROM ALL OVER THE WORLD

FAST MEALS

FUN ZONES FOR KIDS IN RESTAURANTS

Reputation and taking care of kids are key


94%

93%

87%

84%

80%

RESTAURANTS

78%

DECLARED + CERTAINTY

Experience changes the whole perspective


EXPERIENCEDECLARED + CERTAINTY

PROVIDES POSITIVE EXPERIENCE

I WOULD LOVE TO COME BACK HERE

IMPROVES MY MOOD

FITS MY LIFESTYLE

I CAN RELAX HERE

I WANT TO SPEND MY FREE TIME HERE

93%

93%

88%

87%

83%

76%

HAS A RELAX ZONES

HAS A PUBLIC WI-FI NETWORK

ALLOWS ME TO SAVE TIME ON SHOPPING

IT’S CLOSE FOR ME AND MY FRIENDS

I CAN TAKE CARE OF EVERYTHING HERE

Comfort in a specific way


COMFORTDECLARED + CERTAINTY

93%

93%

90%

88%

85%

Entertainment does not mean night life


ENTERTAINMENTDECLARED + CERTAINTY

HAS A CINEMA

HAS A RICH ENTERTAINMENT OFFER

ORGANISES CULTURAL EVENTS

PROVIDES ENTERTAINMENT FOR CHILDREN

IT TRANSFORMS INTO A SOCIAL LIFE ZONE

BY NIGHT

92%

87%

83%

82%

73%

The most important values of shopping malls


OFFER

RESTAURANTS

EXPERIENCE

COMFORT

ENTERTAINMENT

THE MOST IMPORTANT

VERY IMPORTANT

IMPORTANT

SECONDARY DRIVER

SECONDARY DRIVER

The shopping experience has become the most important differentiating factor for retail companies

The Importance of Entertainment in the Shopping Center Experience

Malls’ New Pitch: Come for the Experience

The Way We Shop Has Completely Transformed In The Last 10 Years. ’…be a place that people go to frequently’

Welcome to the mall of 2039: It's nothing like today

’The thriving shopping areas 25 years from now will focus on a unique experience that can't be duplicated online. This can either be done through innovative technologies or by offering the unexpected.’

Shopping malls need to evolve to survive

To make it in today's e-commerce-dominated world, the shopping mall has to evolve to stay competitive and relevant.

5 Ways Shopping Malls Are Changing

’You may find yourself at the mall more often for errands that have little to do with shopping—or nothing at all.’

Shopping malls need to evolveReaction Time reveals what truly matters for customers

Change is inevitablebut it can be controlled with implicit

Thank you!

Michał Matukin

[email protected]

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