Missed Nudgestock 2019 earlier this month? Don’t worry, get the complete download from our annual festival of Behavioural Science this week!
We have pulled together all the stimulating, fascinating, thought-provoking, mind-blowing highlights that you need to know, into just 60 minutes.
4. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
25. The ABC’s to Breaking Bias
Chloe Hutchings-Hay
Dr. Stephanie Johnson
26. The Rockstar was unhappy with
the amount of alcohol at the party.
27. The nun was unhappy with the
amount of alcohol at the party.
28.
29. Female and minority leaders who
“Respect differences, value working with
different types of people & are
comfortable managing diverse
employees”
are seen as less competent and effective
30. The Case For Diversity
• Identifying the top talent
• Diversity increases employee satisfaction
• Diversity fosters innovation and creativity
• Strengthening affinity to customers
• Increased financial performance
Source: Diversity Matters, McKinsey (2015)
39. June 26, 2019
1. We are heavily swayed by social context
and influence
2. This can lead to expenditure cascades
3. But social contagion can be used for good!
39
40. The strongest predictor of
whether people will smoke is the
proportion of their peers who
smoke.
Ali, M.M. & Dwyer, D.S. (2009)
43. 1980: $11,000 2018: $36,000
Average American Wedding Expense
(in 2010 dollars)
44. “Shifting frames of
reference caused by
rising inequality have
spawned larger houses,
heavier vehicles, and
many other forms of
wasteful energy
consumption. But
behavioural contagion
can also be enlisted to
solve other challenges
and reduce energy
consumption!”
“Social contagion”
45. June 26, 2019
1. We are heavily swayed by social context
and influence
2. This can lead to expenditure cascades
3. But social contagion can be used for good!
45
48. June 26, 2019 48
Ambiguity
Aversion
Identifiable
Victim
Effect
49. 49
Behavioural Science & Uber
– Baked into the design and experience
– Choose where they focus for the most
‘high impact’ opportunities
– Teach and guide internally
– Roll out their interventions at scale
– Can’t improve your Uber rating.
50. 50
The Uber
Pool
challenge:Waiting is a new experience for users
who are used to immediate match.
How can we better convey waiting to
users?
To highlight progress during waiting, break the
batching process into granular steps and show
updates
● Idleness Aversion [Hsee, Yang, & Wang,
2010]
● Operational Transparency [Buell & Norton,
2011]
● Goal Gradient Effect [Kivetz et al, 2006]
11%decrease in
cancellation
rate
51. 51
The Uber Rewards program:
The Uber Rewards program provides benefits for different
levels of engagement
In order to understand the health of this program, it’s
important to measure how customers progress and regress
through reward tiers
Insight:
● Adapted Goal Distance Model (Kivetz, Urminsky, & Zheng,
2006) to quantify progress toward program milestones
● Using behavioural science and machine learning
52. 52
Lessons for Organisations:
Be brought in at
the earliest
stages
Create guidelines
and tools to
educate and
enable the wider
organisation
68. Ogilvy Learnings
1. Value the position we have as Ogilvy
2. Go deeper to understand customers more:
• Conduct Qual research
• Get into the customers world
• Understand the psychology of the context in
which consumers make decisions
72. RISK
knowledge of future states; what could happen and roughly how likely it is
UNCERTAINTY
unsure knowledge; possible outcomes and their likelihood
73. WHAT IS A HEURISTIC ?
A heuristic is a useful method to solve a problem…
…with the minimum effort and calculation
Rule of thumb ?
Intuitive judgement ?
Guesstimate ?
Fast & frugal ?
74.
75. HIATUS HEURISTIC
If a customer has not purchased within a certain number of
months (the hiatus), the customer is classified as inactive;
otherwise, the customer is classified as active.
vs.
76. What to watch out for…
• When are you risky, when are you uncertain?
• Faster AND more accurate?
77. What to take home
• If in doubt, simplify
• Test out your rules of thumb!