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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.
Brain Game: Behavioural economics - the complete picture?
Darren Bhattachary, Mark Francas, George Kyriakopoulos, Adhil Patel and Anjali Puri, TNS, In Focus, November 2013
This article describes behavioural economics as a collection of insights that has much to add to traditional consumer research, but is far from a complete, self-contained answer to why people behave the way they do.
This article describes behavioural economics as a collection of insights that has much to add to traditional consumer research, but is far from a complete, self-contained answer to why people behave the way they do. Through the example of a newly engaged couple buying a ring, it discusses different factors that can influence decisions. These include the use of heuristics, which provide ways of deliberately simplifying choices to make them more manageable; the influence of contextual factors; the relationship between available products; distinction bias and affect. The authors warn against reducing decision-making to a set of contextual triggers and instead encourage marketers to integrate behavioural economics with other forms of insight to get a holistic view of human decision-making.
Point of view: Brand-washed
Byron Sharp, Admap, November 2013, pp. 7-7
This article discusses the hype around the behavioural economics, arguing that the idea that advertising can work a 'hidden magic' on consumers is difficult to substantiate.
This article discusses the hype around the behavioural economics, arguing that the idea that advertising can work a 'hidden magic' on consumers is difficult to substantiate. Research into the psychological effects of advertising has been difficult to repeat in lab experiments, and even harder to substantiate in real-life conditions. It is argued that the idea that consumers are not entirely rational decision makers is not new as limitations in time and resources lead them to make 'good enough' decisions. The shortcuts used to make these decisions present opportunities for marketers to 'frame' and 'nudge' consumers, but marketers should properly test methods rather than believing hype.
The future of shopper marketing: The psychology of shopping
Christopher Gray, Admap, October 2013 , pp. 34-35
This article discusses the psychology of shopping, including selective attention and how brands can break through, and how different technologies have changed the path to purchase.
This article discusses the psychology of shopping, including selective attention and how brands can break through, and how different technologies have changed the path to purchase. Marketers must appeal to the functional and emotional needs of shoppers in all purchase environments in order to increase sales. The millennial generation presents a particular opportunity for marketers as they spend more for their lifestage than other generations and use technology in a more integrated way. This generation is sceptical of claims made by brands and rely on recommendations. It is argued that though the functional demands of shoppers have changed, their emotional needs are relatively constant.
Speed Read - The Hidden Agenda
Guy Smith, Warc Exclusive, October 2013 , pp. 47-47
This Speed Read reviews and summarises 'The Hidden Agenda', which draws on the author's experience of pitching to identify how to target decision makers' needs.
This Speed Read reviews and summarises 'The Hidden Agenda', which draws on the author's experience of pitching to identify how to target decision makers' needs. It is argued that people buy from you when you understand their values, wants and desires, and the book explains how to identify this 'hidden agenda' and deliver a pitch to meet it. Case study examples from MasterCard and Marriott Hotels, amongst others, are used to explain hidden agendas. The book argues that empathy and understanding of motivations are important in sales.
Researching implicit memory to optimise advertising effectiveness
Sharon Annette and Phil Barden, Warc Exclusive, Advertising Research, September 2013
This presentation describes research by Heineken, the beer manufacturer, into implicit memory in advertising, using examples from various brands.
This presentation describes research by Heineken, the beer manufacturer, into implicit memory in advertising, using examples from various brands. Implicit memory is formed of processes that are not direct, deliberate, controlled or intentional, and can be utilised by brands to encourage value or concept associations. Heineken used this method to identify key purchase drivers and evaluate the impact of ads on these.
A voyage into the implicit mind with Heinz and eBay
Sue Aydin, Suzanne Lugthart and David Penn, Warc Exclusive, Advertising Research, September 2013
This presentation examines the emotions preceding rational decision making and uses examples from Heinz and eBay to argue that neuro-techniques and implicit association tests do not give the full picture of consumer emotions.
This presentation examines the emotions preceding rational decision making and uses examples from Heinz and eBay to argue that neuro-techniques and implicit association tests do not give the full picture of consumer emotions. Brand information can be processed passively and lead to emotional and other associations with brands. A new tool for measuring implicit response to brands is introduced.
Decoding the Big Lie: Cutting through to what your customers really want
Christophe Jouan and Jessica Salmon, Warc Exclusive, Advertising Research, September 2013
This presentation discusses five trends which will help brands understand what their consumers' really want whilst respecting what they report.
This presentation discusses five trends which will help brands understand what their consumers' really want whilst respecting what they report. These trends are: unique belonging, the death of risk, performative perfection, authenticity and inconspicuous ostentation. Social norms and how these are converted into individual behaviours and beliefs is discussed.
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.
Counter-signalling or signalling: it's all about status
Rory Sutherland, Market Leader, Quarter 3, 2013, pp. 58-58
This column from Rory Sutherland looks at the phenomenon of "countersignalling" or conspicuous non-consumption.
This column from Rory Sutherland looks at the phenomenon of "countersignalling" or conspicuous non-consumption. While those of "medium-quality" choose to send signals to differentiate themselves from "low-quality", "high-quality" senders will choose to either not signal, or countersignal. This activity is apparently unique to humans and is why the behaviour of people at the top of society often peculiarly resembles the behaviour of people at the bottom. Sutherland applies this finding to the show of conspicuously green behaviour, suggesting it is old-fashioned status-seeking in disguise.
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Behavioural economics, motivation
Buying and shopping
Consumer decision making
Consumer moods, feelings and choice
Fashions and trends
Price and pricing effects on consumers
Shopper marketing, path to purchase
Project types and objectives
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