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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.
Fun, fast and easy: Research's war on rationality
Tom Ewing, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions.
This paper discusses the ideas of psychologist Daniel Kahneman, and his work on how people make judgements and decisions. The author looks at the implications for market research, with particular reference to Asian markets. The paper explores what System 1 thinking (fast and largely intuitive) and System 2 thinking (slower and more effortful) mean for research. The study concludes that there is a need for research tools which more explicitly take into account the ways System 1 leads decision making. It also explores the business case for this, with examples of how using research to understand System 1 decisions has led to more accurate research as well as business advantage.
Putting theory into practice
Tom Vannozzi and Stephen Skippon, Market Research Society, Annual Conference, 2013
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making.
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making. The paper focus focuses on three specific case studies that have integrated BE knowledge frameworks into quantitative research approaches. The first case study shows how non-conscious influences of social biases (sometimes called rules of thumb, heuristics or short cuts) impact on choices made in a supposedly rational business environment. The second example explores how behaviour can be influenced by non-conscious processing of social norming messages. The third challenges the traditionally held views that attitudes are usually seen as relatively stable, by showing that attitudes can be affected by the non-conscious goals that are active in the mind.
Reality Check: Re-establishing context at the heart of intelligent research
Bob Cook and Jessica Salmon, ESOMAR, Qualitative, Amsterdam, November 2012
With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply.
With innovation, research concepts are often explored in research environments where real world context and time to think are in short supply. This creates a situation where logic and reason can have an unrealistic share of voice when ideas are being explored and evaluated. In 2009-2010, BT, the telecoms company, sought to understand how best to position its innovative (for the UK market) fibre optic broadband product. The desire was to get beyond the product facts of headline speed and connection reliability, and to really understand the human impact of supercharged internet connectivity. Using a future-facing global study and a video-enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful TV ad.
Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan, James Tsao and James Pokrywczynski, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 309-321
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars.
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.
Research in a world without questions
Tom Ewing, Bob Pankauskas, Robin Brown and Joseph Chen, ESOMAR, Congress, Atlanta, September 2012
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do. It covers behavioural economics, observational and ethnographic research, social media research and innovative qualitative techniques in order to show the possibilities of research without questions. It also provides a unifying framework for considering behaviour and decision making, a series of studies conducted across these areas by BrainJuicer and a selection of cases from Allstate Insurance that work with these techniques.
The difference between 'less bad' and 'much better': Helping conjoint to live up to its promises by leveraging 'behavioural economics'
Florian Bauer, ESOMAR, Congress, Atlanta, September 2012
This ESOMAR paper looks at how to integrate behavioural economics insights with conjoint analysis, thereby making predictions more valid while maintaining the core advantages of conjoint analysis.
This ESOMAR paper looks at how to integrate behavioural economics insights with conjoint analysis, thereby making predictions more valid while maintaining the core advantages of conjoint analysis. More generally, the authors argue that results can only be improved by merging conjoint analysis with other research disciplines, rather than merely attempting to develop even better conjoint analysis. They also discuss a 'General Algorithm for Patching Conjoint Analyses' tool that corrects the main cognitive and motivational distortions which occur in conjoint analysis.
The 'irrationalisation' of surveys: Using behavioural economics to improve research results
Kevin Karty, Jeffrey Henning, Janet Thai, Bin Yu and Steve Lamoureux, ESOMAR, Congress, Atlanta, September 2012
This paper argues that survey techniques which reflect behavioural economic insights, such as discrete choice modelling, outperform traditional techniques for predicting real world behaviour, such as the monadic test.
This paper argues that survey techniques which reflect behavioural economic insights, such as discrete choice modelling, outperform traditional techniques for predicting real world behaviour, such as the monadic test. Specifically, it claims that the monadic test, which is used to assess the probable success of innovations like new positioning, is flawed as consumers can be subject to influences that change their behaviour in unpredictable ways. The paper outlines both approaches and the outcome of tests used to demonstrate the effectiveness of discrete choice modelling.
Con-Demmed youth: What will happen to the kids who have to pick up the tab?
Andreas Thorslund and Nicola Turnill, Market Research Society, Annual Conference, 2012
A research paper discussing young UK consumers post-crisis and recession. The authors conducted an online survey with a spread of 1,000 18-24 year olds from all walks of life.
A research paper discussing young UK consumers post-crisis and recession. The authors conducted an online survey with a spread of 1,000 18-24 year olds from all walks of life. After data collection a segmentation analysis was carried out and 5 distinct typographies of young people clearly emerged. The authors then used additional qualitative research to bring the findings to life and add depth. The research showed that the recession has had a hugely unequal impact depending on social class and background. Multinational brands know that they need to capture the loyalty of young people early, but the division and divergence of experience between the five typographies is to have a major influence on spending and consumer habits in the future.
Calling time on binge drinking: Behavioural economics uncovers the hidden influences behind binge drinking
Orlando Wood, Alain Samson, Peter Harrison and Alex Batchelor, Market Research Society, Annual Conference, 2012
Influenced by behavioural economics and related psychological theories, this paper, from BrainJuicer, a UK market research agency, describes a new behavioural model that identifies some of the influences on our behaviour that the research industry regularly overlooks.
Influenced by behavioural economics and related psychological theories, this paper, from BrainJuicer, a UK market research agency, describes a new behavioural model that identifies some of the influences on our behaviour that the research industry regularly overlooks. The paper shows how ideas from the behavioural sciences have been used to develop a new mass ethnographic approach – The Behavioural Detectives – and describes how this might be applied to understand the factors that lead to irresponsible drinking in the UK.
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