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Turn Big Data into smart data
David Brennan, Admap, December 2013, pp. 34-36
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited.
This article argues that Big Data misses the large majority of human behaviour that occurs offline, and therefore conclusions drawn from Big Data must be limited. Additionally, data collected online misses the subtleties of context in complex human behaviour and decision making, meaning that it captures only a snapshot of a person's behaviour that may change quickly, rather than displaying a pattern. In order to turn Big Data into 'smart data' analysis needs to incorporate offline information collected through other research techniques.
The power of the dark side: Motivation, positioning and the seven deadly sins
Shobha Prasad, ESOMAR, Qualitative, Valencia, November 2013
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions.
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The authors use the gramework of the "Seven Deadly Sins" to identify the primeval forces that are powerful enough to drive behaviour. Through this research, they analyse the drivers that influence which categories and brands appeal to young professionals in India and suggest the model as a tool to understand motivation and brand positioning.
How behavioural insight can boost effectiveness
Matthew Carlton, Event Reports, IPA Eff Fest, October 2013
This report examines new insights into consumer behaviour and discusses how they could inform marketing.
This report examines new insights into consumer behaviour and discusses how they could inform marketing. Marketers need to be aware that human decisions are shaped by emotion, expert advice and peers, more often than rational thought, and that different categories are guided by different decision-making methods. The report also looks at the 'pilot and autopilot modes' of our brains, with most functions being carried out in autopilot. It includes the Decode Goal Map, which highlights six goals as a framework to create the desire to purchase: adventure, autonomy, discipline, security, enjoyment and excitement.
Segmenting the betting market in England
Chris Hand and Jaywant Singh, International Journal of Market Research, Digital First, October 2013
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented. This study investigates patterns of cross-purchasing using a sample of 7,200 adult respondents from a government survey dataset obtained via the UK Data Archive. In doing so, we apply market research techniques to a social research domain, and demonstrate the usefulness of publicly available government survey data to (social) market researchers. While we find some patterns of cross-purchase that are broadly the same as would be predicted by the duplication of purchase law, we also identify clear partitions in the market, implying the existence of behavioural segments. We identify five distinct behavioural segments, each with its own demographic characteristics. Our results have implications for the managers of betting companies, and for the design of future studies into gambling behaviour that could potentially inform public policy.
Probing Unconscious Minds through a Subtle Form of Hypnosis
Lisa Morgan, Warc Exclusive, Advertising Research, September 2013
Unconscious processing is an important contributor to people's behaviours: this presentation utilises hypnosis to research the unconscious mind.
Unconscious processing is an important contributor to people's behaviours: this presentation utilises hypnosis to research the unconscious mind. This method, known as 'Trance Research', allows researchers to bypass ordinary critical judgement and explore unconscious thought-processing directly. The effect of marketing on the unconscious is examined, including 'priming' and filtering of ads.
Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Turning Farmers into Miners: Collaborating to enrich behavioural big data sets with perception surveys
Patricio Pagani and Reed Cundiff, ESOMAR, Congress, Istanbul, September 2013
This paper examines research by Microsoft, the software company, which explores how new technology is creating new sources of 'big behavioural data' and how this means research organisations must revolutionise the way they work.
This paper examines research by Microsoft, the software company, which explores how new technology is creating new sources of 'big behavioural data' and how this means research organisations must revolutionise the way they work. Combining behavioural and perception data deepens understanding of consumer behaviour and the effect of advertising, increasing the value and influence of market researchers. It is argued that the researcher's traditional role as a data 'farmer' that curates and harvests information will change to create data 'miners' who explore and synthesise.
A revolution in ad testing
Ken Roberts, Admap, July/August 2013, pp. 10-12
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers.
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers. This is referred to as the "consumption drivers principle". Understanding the hierarchy of consumption drivers must inform the creative idea, and can be improved with quantitative predictive modelling of the rational driver (explicit driver) and emotions catalyst (implicit detonator) of consumption choice. Both these explicit and implicit drivers should be included in the brief. The explicit communications task is to convey the strongest 'reason to believe', while the implicit communications, which impact emotional response, must also be identified and quantified.
The skincare consumer journey
Linda Liberg, Admap, July/August 2013, pp. 36-38
This article applies new behavioural research into how American women buy skincare products and identifies five key stages in the process.
This article applies new behavioural research into how American women buy skincare products and identifies five key stages in the process. For one in four women, addressing a specific problem or issue is the key motivator for changing skincare products. The five stages are Open to possibility, Decision to change, Evaluating, Shopping and finally, Experiencing. These stages correspond to specific need-states that drive each step, and gaining a deep understanding of each of these decision phases will help marketers to navigate their consumers smoothly through the path to purchase and instruct brand owners on where to invest for optimal impact.
The value of context, or what qualitative research can learn from behavioural economics
Anjali Puri, TNS, In Focus, June 2013
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour.
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour. Even though consumers may be able to provide explanations for why they make certain choices, these responses do not always provide the whole answer. Unconscious motivations can be determined from behaviour and, using techniques such as cognitive interviewing, can provide interviewers with the tools to access the details of habitual behaviour. This article includes a case study for Horlicks, the malted milk beverage.
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