Tag Archives: behavioural

Merck Showcase – Eye tracking, Values, and Navigating Controversy #IIeX 

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.

Unlocking insight to foster innovation: a values link journey by Andy Ford and Steve Schafer, Brado Creative Insight

  • 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

Behavioural Science Measurement #IIeX 

Live note taking at the #IIeX conference in atlanta. Any errors or bad jokes are my own.  
How the classic fairy tale inspired the mobile ad strategy by Vuk Pavlovic, True Impact (Winner of Best New Speaker at #IIeX Europe)

  • What are good guys? Give to others, honest, helpful, kind, polite. What are bad guys? Uninvited, rude, inconsiderate, force their will, vain, self-serving. Which of these reflects your brand?
  • Brands need to humanize the customer and not treat them like eyeballs with a screen. The mobile environment is personal, their own social network, with their friends, in their bedroom. We need better relationships with brands that are this close to us. 
  • Ads need to be seen – attention, be relevant – receptivity, and be chosen.
  • They tested ads during games. The ads were presented only when they person actively stopped the game to get help.
  • Ads viewed during a more convenient time got more view time, more cognitive engagement
  • People ignore pop=up ads but they do pay attention to ads that play at a convenient time. These ads also perform better after the game is finished.
  • Ads viewed by choice get a 40 second view compared to 9 seconds for interrupting ads. Heatmaps show people are less likely to be looking for the X Close button
  • Annoying ads have more engagement and motivation because they are seeking the X Close button
  • Need to consider the person on the other end of the phone. Don’t force them to change the rotation of their phone. If their phone is vertical, then play the ad vertical.

How Home Depot is optimizing the shopper experience by Dan Braker (Brakethrough research) and Brendan Baby (Home Depot)

  • Inverted pyramid – customer sits at the top of the pyramid, front line associates, field support, corporate support, CEO
  • Use a blend of in store eye tracking, qualitative shop alongs, exit surveys, employee interviews and more to give nagivation behaviours, reasons for behaviours,, experience metrics, operational issues, concept screening
  • Asked shoppers on arrival at the store if they would do their shopping trip with eye tracking glasses. Measure area of interest, time in the area of interest, count of shoppers touching or holding a product, time touching or holding a product.
  • Path tracking watches the path they walked through the store, where do people spend much more or less time, is it due to interest or confusion
  • Can measure pupil dilation for engagement measures, can also measure voice pitch analysis if they talk or ask questions
  • Don’t overlook the employees in your research, they know how shoppers navigate, when shoppers need help
  • Need to use emerging and raditional approaches to maximize learnings
  • Changes to store elements should be thoroughly tested before roll out

Leveraging Artificial Intelligence to do Real-time fan research during NASCAR’s biggest race by Brooks Denton (NASCAR) and Andrew Konya (Remesh)

  • Time with friends, cooking and eating, arguments about strategy, social media, ad consumption all together equals the experience
  • Asked a set of questions throughout the race, like a live bulletin board, to collect qualitaive data. Choose a few responses that best reflect the full range of responses and match those with segments and demographics
  •  Build a distribution of opinion for each answer, create a consensus for each answer 
  • Sometimes they show the live responses to people answering the questions to increase engagement and other times they don’t show the other resposnses to maintain research rigour
  • Viewers want split screen commercials, the data proves this and now they can bring that data to the broadcast partners 

The automation of behavioural science by Aaron Reid (Sentient Decision Science)

  • Some associates are hard wired (attractive person, babies) or learned (police cars, spiders)
  • Can you differentiate fear of spiders and spiders using sweat in the hand, do you sweat more for one or the other
  • Automation is a major trend in survey design, push button question types and dashboard reporting, full study design is becoming automated, tracking analysis is automated, regression analysis can be automated [I really hope that a person monitors all of these things because humans creating data are not robots]
  • STICKY does eye tracking online not in the lab, it may not be great right now but we improve so quickly that it’s worth it to get in early
  • We need to automate the science so that cientists can wok on theory, discussion, ideas not button pushing. This gives us time to work on the importat parts. Gives you time to increase empathy for people and brands.

https://vimeo.com/207500225

Essential Behavioral Science Lessons for a Complex Marketing World by Dan Young, Chief Behavioural Scientist, Hotspex

Live note taking at the #MRIA2017 conference in Toronto. Any errors or bad jokes are my own.

  • System 1 and System 2 processes are different. System 1 is intuition, feeling, action. System 2 is thinking, deciding and action. Both are always active.
  • Model used to be think, do, feel.
  • Reality is feel, act, think.
  • We can give reasonable and logical answers if you ask, we believe these answers are true.
  • Learning to drive is system 2. Over time, parts of learning to drive go into system 1. Most is automatic. You do it even when you’re listening to the radio and talking to your passenger. You still made thousands of decisions over the ride, they’re done on autopilot. However, if you’re in rainstorm, you tell people to shut up and you’re back to system 2 processing.
  • Emotions drive perceptions, thinking, and behaviour.
  • If it feels right, you do it. If it doesn’t feel right, you don’t do it. It doens’t feel right so you think about it.
  • What people tell you they do doesn’t have a lot to do with what they actually do.
  • People don’t realize something is difficult because they’ve accommodated for it, and they don’t remember that it was difficult to do.
  • Know what to say versus what to convey. Talk about happy healthy babies, not saving time by using disposable diapers. It gets processed at the wrong level – diapers mean lazy mom.
  • Michelin tires – pair a babies safety with tires. “Show babies in your tires.” Tires are a safety point. Link it tothe safety of your family. The Michelin man  has big eyes like a baby’s, he’s soft and cuddly, he links to love and care which gets associated with your brand.
  • Dawn dish detergent is gentle enough to clean a baby duck. Now you halo love and caring, effectiveness onto the brand. An emotional connection of sensitivity. 
  • Coca-cola uses cute polar bears. You can’t say everything with humans but you can animate those things. Moms can’t hand a coke to their babies but a polar bear can.
  • Dove ad campaign with different sized women – real beauty is more than skin deep. It almost doubled their business. Can project yourself in an ad, all women are attractive even though they all have different shapes and sizes. Extend campaign to bottle shapes. Why did this go off the rails?  [mrs butterworths is my bottle shape. LOL!]  The bottle was system 2 but the estate was system 1. 
  • Special K is consciously known for skinny and healthy, but system 1 research says it’s actually known for social pressure and insecure, You don’t eat this cereal to feel better about yourself. They need a different strategy. They need to celebrate inner strength. Talk about you being great as you are. Become a better version of you. The new strategy is “dont just eat it, own it.”
  • Need to focus on the positive. Tap into underlying feelings in a positive and acceptable way.
  • Say and convey requires consistency, context, and change. 
  • Every brand manager wants to make a mark on their brand. But consumers want consistency. Consumers want to feel familiar, like you’re family. 
  • Lego is just bricks but now it’s all about kits. Took simple idea and stayed true to it even across games and movies. The Lego movie shows Lego characters moving like Lego people actually move. It is consistent. 
  • Is there such a thing as a blind test? Everything has context no matter how much you try to remove it. 
  • Dirty washing clean _______
  • Spoon bowl chicken ________
  • You will say soap or soup depending on which list of words you saw. Everything has unconscious experiences pushing it. 
  • The world is always changing and brands need to evolve. But you need to understand what brands stands for at conscious and unconscious level. We need to tap into explicit AND implicit measurements. 
  • Virgin records went from records to airlines becuase the label is about style and vibe. You have to understand your core equity and maintain it.
  • Oprah went from TV shows to magazines because they considered her equity. 

Adding Behavioural Data to Survey Data by Scott Porter, Thao Duong #CASRO #MRX

Live blogging from the CASRO Digital conference in San Antonio, Texas. Any errors or bad jokes are my own.

CasroDigital

 Adding Big Data Booster Packs to Survey Data”

Researchers may be intimidated by big data and its purported ability to replace survey data. However there are ample opportunities for the two to be combined in a powerful way. Citing case studies, this presentation illustrates how several types of business issues can benefit from such a combination. The areas featured include comparing direct-response creative concepts, better understanding of sales trends, and the drivers of observed consumer behavior. Although such analyses were possible before, they are all enhanced by the clients’ investment in capturing clean, granular data. In addition to the presenter, this paper was authored by Carlos G. Lazaro (Added Value).

Scott Porter, Vice President Methods, Added Value

  • Surveys are monthly, weekly, or data but now data is minutely and secondly and constantly
  • data is different – website visits, reviews, posts, wish lists, clicks, bookings, comments, price changes, shopping carts and it all looks different and is stored different
  • We need to have a new ad ready when the old ad tires people out. You need to be storyboarding in time to be ready for the next slot. But what if ad bombs really early, are you ready?
  • Calls and clicks are good. Ad attributes testing is good. But both together provide more.
  • Wanted to focus on people not buying enough and people who are not visiting the website enough

Behavioral Data as a Complement to Online Survey Data in Measuring Effectiveness of Online Ad Campaign”

 
Behavioral targeting and online survey collection are different approaches towards measuring online ad effectiveness. Traditionally, each source of data is used individually. Behavioral data has been effective in gaining tactical understanding of site traffic while survey data provides insight into the website’s impact on a brand and its ad campaign. In this paper, the author propose a methodology to combine these sources of data in order to improve market research process and increase accuracy in measurement.

Thao Duong, Senior Statistical Analyst, comScore, Inc

  • Data can be man-made via surveys or harvested via social media
  • Tested 3 ads – standard mobile banner, adhesion banner, in-text branded keyword plus control group
  • Used pixel calls as a lift measure
  • Show ads that were not available anywhere else on the internet, created just for the study
  • Most users only looked at standard banners whereas higher proportions interacted with adhesion ads and in-text branded keywords
  • Add interaction data using pixel calls to different ads provides additional information than survey data, helps you come closer to the truth, creates lift compared to standard banner ads

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