Wednesday 7 December, 2016
Access all slides and recordings from this event via our Play Again page.
This two-webinar event looks at new developments in how people are applying the latest approaches to market research, such as Behavioural Economics, Big Data, Mobile, and Games.
Access individual recordings and slides by clicking on the presentation title.
Session 1, Chair: Sue York
- Stephen Paton, BEyond Research, Behavioral Economics – Is that a wolf at the door or opportunity knocking?
- Leigh Caldwell, Irrational Agency and Lizzi Seear, Intercontinental Hotels Group, Behavioural economics gets real: measuring intangible customer desires with behavioral conjoint
Session 2, Chair: Ray Poynter
- Raj Sandhu, Fresh Squeezed Ideas, Behavioural Economics: Marketing’s latest shiny new thing, or the tipping point for marketing transformation?
- Betty Adamou, Research Through Gaming, Reversing Pokémon Go: Designing from the start with the finish line in mind
Descriptions of the Presentations
- Stephen Paton, Behavioral Economics – Is that a wolf at the door or opportunity knocking? What is that knocking? A step into the future or one step closer to obsolescence? In this information heavy, attention light world, Market Research professionals cannot afford to stand still. We need to understand which of the ever increasing new technologies and methodologies we need to embrace while we struggle with the increasing demands of today’s fast paced world. Where does Behavioral Economics fit? Is it a threat? A Distraction? Or is there something here to embrace to provide increased value to our end clients? After more than 20 years as a client-side researcher, Stephen will discuss the role of BE in a researchers world, and how his experience in embracing BE to drive better research results could assist you too and add BE to your toolkit.
- Leigh Caldwell and Lizzi Seear, Behavioural economics gets real: measuring intangible customer desires with behavioral conjoint, Behavioural economics is increasingly accepted in MR as a tool for measuring unconscious, intangible aspects of consumer experience. It has progressed from qualitative exploration of biases, to online tools using reaction time or facial coding to measure brand associations and emotional response. These tools primarily answer tactical communications questions. Finally a generation of behavioural MR tools is emerging that can tackle the full range of questions researchers ask. IHG approached Irrational Agency to understand the future of its Holiday Inn business. An immersive 30,000-person Behavioural Conjoint survey successfully measured and valued 240 different aspects of Holiday Inn’s guest experience and shaped the brand’s 5-year strategy. Behavioural economics research in an ever-more-virtual economy can achieve not just higher brand profits, but a more human and more sustainable world.
- Ray Poynter, How to pick innovation winners, The growth in the number of new approaches to research, from Artificial Intelligence to Neuroscience, to Behavioural Economics, to Smartphone Ethnography and much, more can be baffling. How can users, investors, and career builders assess which are most likely to be winners, and which will soon be in history’s trashcan? This presentation will give provide guidance into how to assess new techniques.
- Sue York, Mobile research in a Global Context, What are the key trends and differences in mobile research around the world? In this presentation, Sue will highlight the key things that researchers need to know.
- Steve August and Corrine Sandler, Using Mobile Qual to Hack the Snack Aisle, How do you decide where in a store to put a new healthy snacking item? FocusVision and market research firm, Fresh Intelligence, utilized mobile research technology to investigate shopping habits and purchasing decision factors among snack food consumers. With this approach, we uncovered insights that can help brands increase shopping frequency and convert more shoppers into buyers. This talk will cover how we designed the study to map consumer snacking habits from the home to the snack aisle, and key learnings about how to get the most of in the moment mobile qual.
- Colin Ho, The Connection between Big Data and Behavioral Economics, We show how online reviews analyzed and viewed through the lens of behavioral economics can provide insights into consumers’ perceptions and emotions. We web scraped and analyzed 7,000 online automotive reviews across six countries. We found that 1) negative events have a greater impact than positive events on consumers’ brand evaluations, and 2) the emotions experienced by consumers differ by car models. By analyzing big data through the lens of behavioral economics, marketers can better understand how to market and manage their brands.
- Raj Sandhu, Behavioural Economics: Marketing’s latest shiny new thing, or the tipping point for marketing transformation?, Behavioural economics (BE) is the buzzword of the moment; in government, policy, finance and more recently, marketing. Marketers wonder if this is the latest fad, or if BE holds truly transformative potential. We believe that BE is not a fad and more than a tool. BE is a large body of knowledge, collected in lab and in field over several decades, removing the mystery around decision making. The key insight from BE is that humans do not make rational decision, but rationalize the decisions they make. Traditional market research practices rely on rationality, relegating insights to the post-rationalization process. In contrast, behavioural methods can access valid insights into the actual motivators of a decision. To highlight this, we will present a case study comparing insights from traditional market research to insights from a behavioural approach.
- Betty Adamou, Reversing Pokémon Go: Designing from the start with the finish line in mind, “What if we reversed Pokemon Go? Let’s say we took all the outcomes and behaviours that Pokemon Go generates (like actually leaving the house, discovering new areas, and working collaboratively), but have those outcomes as starting points in a design process? We’d end up with a ‘gamified’ platform; interactive media that moulds your behaviour through design, to do what it wants you to do. Using the ‘reverse’ design mindset for curating desired behaviours with the finish line in mind, Betty shows how this process can help us to better encourage relevant participant emotions, interactions and other behaviours that would be desirable to gain untapped insights, participant engagement and participant loyalty.”