Live notetaking at the #IIeX conference in Atlanta. Any errors or bad jokes are my own.
Unlocking consumer insights: Navigating controversy using behavioural sciences to change the conversation by Lee Carter and Lisa Courtade
- Crises are always around us, there is no time to think, we’re always under pressure to think and act immediately
- It’s never been more difficult to be heard. If you don’t tell the story, someone else will. And they might tell it negatively.
- Just because you are right does not mean people will believe you. And often, the facts just don’t matter.
- We’re always on the defensive. Our attempts to correct the record fail.
- Crises are emotional and our messages should be emotional as well. We must engage people before we can persuade them.
- Just because the message makes US feel better doesn’t mean it’s the right message
- Impact – how personal and emotional is the impact, what are the priorities that are impacted. What is the impact of healthcare, the soda tax to me personally.
- Values – what beliefs and fears does the issue raise, what underplaying moral foundation is at play.
- Language – what language and rhetoric is being and could be used to address the issue
- Show people you understand why they are upset, show you want the same things they want, show you’re doing something about it, show there’s always room for improvement
- This can’t take 18 days like it did for United Air, that hurt the entire airlin industry not just them
- Messaging is rarely prepared in advance. This slows our response time which is damaging.
- We need to be in hero mode, not react mode.
- Learning interesting things is not insight – insight is fresh intimate understanding that has the power to genuinely change behaviour
- “I never knew I always wanted this” this is insight. You can only get to insight with empathy.
- Need to understand values first so take the time to truly understand the consumer, interview theme to understand who they are and WHY they think what they think
- How does KFC become a breakfast destination? [I am totally open to chicken and waffles 🙂 ]
- There are key drivers for breakfast – “my time”. The “first bite” needs to be familiar flavours, smells, and textures, a multi sensory experience to set the tone for the rest of the day.
- Consumers want a craveable first bite of breakfast but it still has to be familiar. [I think these people are way more into breakfast than I am. Wow.]
Unlocking attention: how eye tracking is boldly going where no market researchers have gone before by Mike Bartels, Tobii Pro
- Eye trackers used to be stationary and invasive. Now, they’re just a pair of glasses.
- Why study visual attention – 50% of all neural tissue is related to vision
- Eye tracking applies to attention in the workplace, training and skill transfer, fatigue and workload analysis, efficiently and error reduction [this is huge for air traffic control and other high stress jobs that have people’s lives on the line]
- Use eye tracking along with augmented reality so you can test visibility of retail locations
- You can learn how much people are actually reading messaging or just taking note of the messaging