Essential Behavioral Science Lessons for a Complex Marketing World by Dan Young, Chief Behavioural Scientist, Hotspex
- 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.
Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own. I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.
Michael Sosnowski TRC Research: Getting greater value from mobile quant
- Current focus is 5 to 10 questions, simple responses but short and sweet won’t be enough
- “You can’t do conjoint on a small screen!” We do cojoint to understand preferences. We CAN do that on a mobile.
- How many choices do you need to see to get good quality data?
- You can do valid conjoint with fewer tasks and simplified choices
- Try a tournament style approach when choosing options – ask people to choose the most and least important and the results show the right rank ordering
- Don’t keep showing me stuff when i already told you I don’t like them
- They did the study online as well and got very similar results
- More with less mobile can help improve all methodologies, be an optimizer, not a maximizer
- [i’d love to read this white paper, sounds VERY cool, mmmmm data!]
Kevin Lonnie & Sean Holbert KL Communications: Sony Electronics case study in customer collaboration
- [Introduced as the funniest guy ever. hard to live up to that!]
- The crowd has nothing to do with innovation [could that fad being dying out?!]
- We need to find wise crowds not irrational crowds
- “If you could combine any electronic products on the market to make your life easier, what would you design and how would it work?” In 2 weeks, 100 ideas, 650 comments, 1200 votes
- Winning ideas were originally well thought out but then critiqued and tweaked by the community
- Don’t wait for the brand to create ideas, let the community help you
Shane Skillen Hotspex: I second that emotion! Emotional measurement is the new norm
- Memory is enabled through emotion so market research must take advantage of emotions
- 70% of drivers of phone purchases are emotions
- rational mind is 7% of predictive ability, emotional mind is 92% of predictive ability
- only 96 words are needed to describe emotions
- negative emotions are 3X more powerful at driving behaviours
- boring is the best correlate of purchase behaviour, albeit a negative one
Jeff Lienfelser and John Dick CivicScience: Survey Research Meets Big Data
- Millions of people answer polls all day long every day with no incentives
- they simulate a 2500 question omnibus with one question polls [i think that’s what i heard]
- individual responses are connected across sessions. hyper targeted questions delivered with seemingly no screeners or incidence rates
- Landline data is very different from census data
- Big Data can mimic the gallup presidential approval tracking study or the michigan consumer sentiment index
Beth Rounds Cambiar Consulting: Separating fact from fiction
- forces of change – economic power balance, more empowered consumers
- More faster cheaper, new methods better practices, river of information, growth of middle class, new talent in a new age
- by 2020, 40$ of people think the MR industry will under major transformation, but people think it’s going to happen earlier rather than later
- the 2020 industry leader will likely not be traditional MR – think google which might be 25%
- mobile is part of the standard tookit for 96% of us
- increasing change = rethinking research process, integrating social media listening, embracing innovation
- a lot of people have their heads in the sand [absolutely, and they won’t admit it]
- non-traditional suppliers – PLEASE learn the terminology!
- [be sure to ask for the presentation. it is chock fill of great tidbits]
- These are a few of my favourite tweets #MRX #MRMW (lovestats.wordpress.com)
- Reality meets co-creation #MRMW #MRX (lovestats.wordpress.com)
- Emotions and Client Priorities #MRMW #MRX (lovestats.wordpress.com)
- Business Value Through Smarter Research #MRMW #MRX (lovestats.wordpress.com)
- Google surveys, and oh, some other people too #MRMW #MRX (lovestats.wordpress.com)
- Mixing up your survey data for better results #MRMW #MRX (lovestats.wordpress.com)
- What Market Research in the Mobile World means to me #MRX #MRMW (lovestats.wordpress.com)
- Mobile Perspectives: Africa, Privacy, ROI, and Beyond #MRMW #MRX (lovestats.wordpress.com)
- 100 years of the internet and no more underwear #MRMW #MRX (lovestats.wordpress.com)
- Seems we’re fearful of establishing global benchmarks for mobile research #MRMW #MRX (lovestats.wordpress.com)
Welcome to the virtual MRIA 2011 annual conference! This post reflects my personal musings and interpretations of this presentation. It was written during the presentation and posted minutes afterward. Any inaccuracies and silliness are my own.
“The survey respondent – headed for extinction?”
With Janine Keogh (Kraft Canada), Kristin Luck (Decipher), Norman Baillie-David (TNS Canadian Facts), and Rasheeda Qureshi (Research Now). Moderated by Shane Skillen (Hotspex).
- Panelists are water in a bathtub but they are going down the drain. How do we plug the drain? How do we not dirty the water?
- 0.25% of survey responders do 32% of all surveys, 5% are doing 50% of all surveys. (Sigh, this again.)
- Is this tiny group engaged? Is it quality data? All that matters is quality. (Bang on)
- How do we stop people from disengaging? It’s not the number of respondents, it’s the quality. Decrease length and perhaps increase frequency. Don’t cram everything into one survey.
- Length is not the only issue. Respondents generally want to assist but we are cramming respondents into our format. We never give them feedback. We never tell them how the info is used. They have no idea how important their information is?
- An actual responder is here –> How does she educate her friends about participating? She’s told to tell her friends to join. (I think that’s insufficient) What do her friends get out of it? She gets to think about something else other than work or chores.
- We need to adapt incentives to respondent desires and it depends on the project.
- Norman thinks we need to find more responders. (Nope, I think we need to do a better job on surveys.)
- Some surveys are darn right painful. Who is responsible for this? Clients? Providers? Shared? (Seems to me providers aren’t given the chance to influence.)
- “We’ve been doing this survey for 20 years, we can’t change it.” (I don’t buy this.)
- If you turn down a bad survey, someone else will do it anyways. (No reason that you can’t put your foot down. Take a stand for quality.)
- Ten years ago, telephone was it. Online was sexy. Now RR declined and we created that problem, it’s our fault. We need to reinvest in the raw material.
- We can focus on getting more people in but we really need to focus on the experience or they’ll just leave.
- Consumers want to talk and engage and when they enjoy the experience, they do it again. Why not try to be more social, make it two way. Think about focus groups and research communities. Take what’s great from them and integrate them into survey research.
- Technology has done the industry a disservice. There is less direct connection now. Phone, face to face, respondents are no longer real people. They are respondent id. Technology needs to be about improving the experience.
- Younger respondents are hugely important and their RR is terrible. The only reason we do research is to grow our business
- Here is what we should all do right NOW.
- Researchers should be in the schools, speak to classrooms, about research. You can do this NOW!
- Researchers should share results from the surveys. (Yeah baby!)
- Answer your own surveys – people don’t because they know it’s long and tedious. Then why ask your respondent to do it? Boring is boring no matter how much the incentive is. You still want to blow your brains out. 🙂 Take a video of the torture session. Take the torturous survey yourself.
- Incentivize for good survey design (Great idea)
- Uptake of innovative survey tools has been miserable because of worry about survey trends. Please please please consider it for panelists who are hating grids. Panels are at stake. They are free to use so do so.
- What about survey experience surveys? That 4 question survey at the end. Why not share it with the client? Show them how their surveys compare.
- Thank you screens are pathetic. Tell people why their participation matters.
- Don’t legislate survey length. Create a great survey and make it the right length.
- Annie Pettit, Chief #MRIA2011 Blogger (lovestats.wordpress.com)
- Scott Cho: Confessions of a Number Cruncher #MRIA2011 (lovestats.wordpress.com)
- Pettit: Survey + Cell + SMR #MRIA2011 (lovestats.wordpress.com)
- Kees de Jong: Panels are People #MRIA2011 (lovestats.wordpress.com)
- Popper: Innovations in ‘We’search #MRIA2011 (lovestats.wordpress.com)
- Speed Networking + Reception + Dinner #MRIA2011 (lovestats.wordpress.com)
[tweetmeme source=”lovestats” only_single=false]To start on a sad note, I wish my schedule had let me attend all the days! Next year!
What did I like?
- Being in the same room as 650 like-minded researchers. It really did feel like I was with family. Going to the MRIA is a great chance to talk with researchers who are much more senior and experienced than I am.
- The exhibition room was great! So many vendors, so many candy dishes, so many great little treats and big give-aways! (If anyone has any spare treats, please send them my way. I would love to share them with the awesome @conversition team!)
- The food was stunning! Individual asian samplers. Much, much fun and interesting!
- The recognition of being green was great. No extra paper programs, no bottled water everywhere (jugs instead), no paper surveys everywhere.
- The voting system was great. Computerized and instant from dataonthespot.com.
- The Hotspex charging station! Finally! Next year, let’s get these in the presentation rooms.
- I loved that so many people were interested in hearing about social media research that my presentation was standing room only. Thank you for asking so many great questions. Thank you for making my day!
- I loved that a bunch of people kept me 45 minutes after the presentation throwing all kinds of questions at me. And then giving each of them a tshirt from conversition (send me photos of you in your shirt!). Thank you for making my day even better! 🙂
What didn’t I like?
- The lack of concrete research content. For my liking, there just wasn’t enough data or research methods or research results. I like to come home having learned something and I don’t know if I did this time.
- The onstage bickering during the morning presentation. I felt like I was watching children do a “My dad is better than your dad.” Thank goodness Michael Adams was smart enough to not join in the child’s play.
- I was disappointed that my personal mic didn’t work and I had to stand at the podium, and that there was no internet connection during my pres.
- The presentation evaluation questions were horrible. I hope a researcher didn’t write them as they made no sense and had confounds all over the place.
- The ‘green’ attempt failed with all the paper packaging at lunch.
And lastly, I hated not being there for days 2 and 3. There were so many great sessions coming up and so many new and interesting people to talk to. Next year, for sure!
As always, feel free to completely disagree with me!
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