Value – what marketing exists to deliver – is measured by consumers’ willingness-to-pay for a brand. Currently, poor research UX means existing willingness-to-pay methods don’t allow marketers to measure if they actually deliver value. This presentation was part of the online Festival of NewMR series. Presented by Jack Miles and Matthew Hellon from Northstar Research.

1. Using UX
Thinking to
Accurately
Measure Value
Jack Miles and Matthew Hellon
Northstar Research
The Festival of NewMR, March 2020
Jack Miles Matthew Hellon

2. Sponsors
Gold
Silver
The Festival of NewMR, March 2020

3. Why does marketing exist?
Advertising Brands Products Value

4. How to not measure value
Imagery Appeal Purchase
Intent
Recommendation

5. These metrics don’t matter to the
most important people
Customers Corporate leaders

6. So what metrics matter?
Customers Corporate leaders
How much I am willing to pay How much money I can make

7. But don’t researchers already measure
willingness-to-pay?
Yes, but with significant methodological downfalls:
Open Ended Questions Inaccurate
Conjoint Complicated
Van Westerndorp Inaccurate and complicated
Poor data quality due to
the unengaging way they
collect data

8. Research can’t measure how successfully
marketers deliver on their sole purpose and to
better deliver on it
This is a HUGE problem

9. Least of all, because it limits how much value
research can provide businesses

10. Until now.
Enter UX and behavioural science….

11. Typical
Market
Research
Thinking
+VS

12. improve participant engagement

13. What is UX? How can UX benefit value
measurement?
Increased enjoyment
+
=
The experience a user goes
through when interacting with
something
Onboarding design
Better quality outputs

14. improve participant engagement
generate more realistic answers

15. What is
Behavioural
Science?
How can Behavioural Science
benefit value measurement?
The study of how and why
people behave the way they do
Wisdom of the crowd
+
=
Incentivization methods
Better predictors of actual
behavior

16. UX and behavioural science are combined to
help marketers better measure, and create
value, in That’s Too Much

19. improve participant engagement
generate more realistic answers
create value

20. How to create value with experimental design
Control
Value
Creation
Opportunity
Value
Creation
Opportunity
Value
Creation
Opportunity

21. improve participant engagement
generate more realistic answers
create value
be valuable

22. Support marketing’s imperative
Measure what matters
Look to UX and behavioural science to do this
Measurement – valuable. Creation – invaluable

23. Jack Miles
Northstar Research
Matthew Hellon
Northstar Research
Q&A
The Festival of NewMR, March 2020
Ray Poynter
NewMR

24. Sponsors
Gold
Silver
The Festival of NewMR, March 2020