Marketing & Behavioral Science Part 2 or 3

26. Jan 2018

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Marketing & Behavioral Science Part 2 or 3

  1. Marketing & Behavioral Science Using Behavioral Science to Research your Audience & CreateYour Brand 1
  2. Behavioral Science Research Researching Users Who Want the Product 2
  3. How Research Used toWork We use our creativity to brainstorm a few big ideas Experts decide which one they like Investors bet on the winner, often with billions of dollars at stake Compiled by author from source: Image Source: Google Images 3
  4. Behavior Design Behavioral scientists design and conduct quality research and can translate the latest discoveries in meaningful ways The combination of behavioral science + design thinking is most commonly called behavior design Compiled by author from source: Image Source: Google Images 4
  5. Using Psychology To MakeYour Brand Attractive This insight is fairly intuitive, but it can help companies tailor their product offerings in consumer settings Consumers instinctively compare the features, prices, and value of a handful of products, then choose the one they think suits them best This comparison reduces the perception of risk and inspires the confidence to make a purchase Behavioral science research can be extremely powerful, It creates evidence-based models for explaining and predicting the decisions that people make Compiled by author from source: 5
  6. Behavioral Scientists Behavioral Scientists Understand Human attention Perception Cognition and decision making Scientific studies offer us a better window into the human mind Compiled by author from source: 6 All critical to figuring out how to differentiate your offering from the rest
  7. Leveraging Behavioral Science Companies apply integrated behavioral science in the form of consulting strategists or agencies When your growth flattens out or starts decreasing, behavioral scientists can figure out why You might consider hiring psychology majors as product managers Compiled by author from source: Image Source: Google Images 7
  8. Infusing Behavioral Science in Design Humans have many biases and make decisions that lead to bad outcomes If researchers and designers are aware of these mental shortcuts, we can develop smarter products and services With a better understanding of how and when people deviate from rational decision makers, we can begin to design solutions Humans are not rational beings Our decisions are systematically affected by cognitive biases Compiled by author from source: 8
  9. Product Offerings Many studies have analyzed whether the number of product options consumers face impact how they make purchases Some findings show that too many options can overwhelm the brain and hinder a buying decision But if consumers only have one option, they tend not to feel comfortable with it Compiled by author from source: 9
  10. How People Define Themselves Theorists are interested in the choices, aspirations, concerns, and needs of individuals Used in the construction of consumer profiles and market segmentation People aren’t good at analyzing their behaviors or revealing the reasons behind their motivation Compiled by author from source: 10 Identity theory focuses on how people define themselves
  11. Left Brain Interruption Question based research is mostly ineffective because of human cognition: We're terrible at self-reflection Most of our behavior is caused by factors out of our conscious control If you've ever asked yourself "why did I do that?", you've fallen victim to the left brain interpreter Compiled by author from source: Image Source: Google Images 11
  12. Subconscious Biases Humans make 95% of their decisions in the subconscious They are ingrained in them and, in many cases, automatic Behavioral science leverages these subconscious biases and moves people to action Compiled by author from source: Image Source: Google Images 12
  13. We Are Not Rational When our emotional desires start to shift toward a likely brand, we align our reasons to be consistent with that intention The stronger the emotion, the stronger the belief, the greater the tendency is to seek out supporting evidence We are rationalizers Our mind searches for evidence to support our beliefs Compiled by author from source: Image Source: Google Images 13
  14. ReactingTo Logical Explanations AtThe Expense Of Emotions Often research shines the spotlight on logical interpretation of emotions rather than the motivators of behavior This often happens when people in survey research and focus groups look for reasons to explain their feelings about products Marketers and inventors often end up inventing rationalizations instead of big ideas Dyson discovered this when he sought to revolutionize the way vacuum cleaners were made His innovation was the clear plastic collection bin that let people observe the dirt being vacuumed Retailers warned him that it wouldn’t sell because, “no one wants to see dirt” 14
  15. Case in Point: Dyson • Dyson ignored the research and built the clear plastic collection bin • Dyson now owns a brand image that is head and shoulders above the competition If you want people to buy what you’re selling, give them logical permission to buy Compiled by author from source: Image Source: Google Images 15
  16. New Science We are all different, but in many instances our brains are prone to react in a similar manner Inertia Bias Loss Aversion Availability Heuristic Why people say no Compiled by author from source: 16
  17. Inertia Bias Explains why people are reluctant to change their behavior or slow to adopt new products over existing products A study observed a phenomenon that people were prone to repeat their choices, no matter whether they led to success or failure Represents the regularity of behaving in a certain way – the way that has been forever etched in the brain A preference for the current state and a tendency to stick with default options Compiled by author from source: Image Source: Google Images 17
  18. Loss Aversion Controlled through marketing techniques such as free trial periods The belief being that product ownership will result in a less likelihood of return when this trial is complete Refers to the tendency to avoid losses to acquiring equivalent gains: It's better to not lose $5 than to find $5 Some studies have suggested that losses are twice as powerful, psychologically, as gains A tendency to place greater value on avoiding losses over receiving equivalent gains Compiled by author from source: 18
  19. Availability Heuristic A mental shortcut that relies on immediate examples that come to a given person's mind when evaluating a specific topic, concept, method or decision People often make assumptions about others based on experiences with people from seemingly similar demographics, even though they could have very little in common The assessment of a particular subject based on how readily an idea comes to mind Compiled by author from source: 19
  20. Persuasive Design vs. Behavioral Design Persuasive Design • Persuasive design is the design of messages by analyzing and evaluating their content, using established psychological research theories and methods Behavioral Design • Behavioral designs process is a bit more oriented to the user itself rather than all elements of the communication process, as it analyzes the interactions a user has with such media Compiled by author from source: 20
  21. Applying Behavioral Science to Research Target: Liberal- leaning, college graduates whose net worth is in the top 20 % of all citizens It’s very likely these individuals will be higher on the openness spectrum Marketing and researching for a high-end luxury coffee company? Compiled by author from source: 21
  22. Applying A Persona toThe Coffee Company Set aside an ample budget for hiring great designers for your packaging Your coffee bags should convey artistic values Use emotional language and come up with creative new concepts Frame your company as a disruptor, casting aside the tradition that old, stodgy companies have kept in place for too long Signal that your company is quirky and creative, appreciates aesthetic excellence, values emotion, and bucks tradition Compiled by author from source: 22
  23. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E:
  24. Sources Cited • Belk, Katherine. "DesignThinking Meets Behavioral Science." Essential Design. N.p., 30 Mar. 2017.Web. 11 July 2017. <>. • Ciotti, Gregory. "Consumer Behavior: 10 Psychology Studies on Marketing and Persuasion." Help Scout | Simple Customer Service Software and Education. N.p., n.d. Web. 16 Aug. 2017. <>. • Devault, Gigi. "Effective Market Research With CognitiveTheory." The Balance. N.p., 15 June 2017.Web. 2 Aug. 2017. <>. • Devin. "User Behavior -What is the Difference Between Persuasive Design, Behavioral Design and UX?" User Experience Stack Exchange. N.p., 22 Nov. 2016.Web. 14 Aug. 2017. < difference-between-persuasive-design-behavioral-design-and-ux>. • Habif, Stephanie. "Top 10 Reasons to Integrate Behavioral Science intoYour Organization." Medium. N.p., 10 Oct. 2016. Web. 31 July 2017. < organization-cd83761a7924>.
  25. Sources Cited • Hoffeld, David. "3 Behavioral Science PrinciplesThat LeadTo Business Success." Fast Company. N.p., 10 Nov. 2015.Web. 13 July 2017. <>. • Hreha, Jason. "Products As People: Using Psychology to MakeYour Brand Attractive." Behavioral Scientist. N.p., 22 June 2017.Web. 11 July 2017. < attractive/>. • Hreha, Jason. "Why Behavior Design IsThe Future of UX Design." N.p., 15 Sept. 2016.Web. 31 July 2017. <>. • Tantia, Piyush. "The New Science of Designing for Humans | Stanford Social Innovation Review." Stanford Social Innovation Review: Informing and Inspiring Leaders of Social Change | Stanford Social Innovation Review. N.p., Mar. 2017. Web. 11 July 2017. < • Sisson, John. "Why Data Science & Behavioral Insights AreThe KeyTo ConnectingWith Insurance Customers." Universal Wilde | Marketing Services fromThought to Distribution. N.p., 19 May 2017.Web. 22Aug. 2017. <>.

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