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Behavioural insight

Brands are increasingly interested in forms of behavioural insight, as marketers look for ways to influence consumer behaviour as well as attitudes. Behavioural economics, for example, is one of the most prominent areas of behavioural research. It claims to explain patterns of customer behaviour and can provide valuable insights for marketers. Behavioural economics has been applied successfully by several governments, though examples of successful commercial application by brands arguably remain relatively rare.

Key Reading

Important papers from across the Warc database

This article demonstrates how behavioural economics is being employed to improve public and business policies. It shows how governments are using robust experiments, seeing success in areas including energy savings, pensions enrolment and encouraging job seekers back to work.
An exclusive series explaining common concepts in behavioural economics.
The difference between rational and impulsive decisions – and why most decision making is impulsive.
Mark Earls and Alex Bentley discuss why humans are social animals, who learn by copying others.
Why brands with an 'instant meaning' – from experience, imagery or associations – will be more successful.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This case study details how Monarch Airlines, a British holiday airline, increased bookings and brand awareness in the UK through themed marketing.

Case Study

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Case Study

This case study details how The Young Men's Project, a project to address suicide in young men, inspired Australian men to talk about mental health.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Case Study

This case study describes how tech giant Google created a digital lantern site, the Better Wishes site, to allow users in Taiwan to share the lantern tradition in a more sustainable way and in doing so, build brand love.
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Article

This event report explores how behavioural economics should look outside of the individual in order to understand the social influences that affect people as well as the discipline of behavioural economics itself.

Article

This event report outlines how behavioral economics can help marketers better understand and engage consumers.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.
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  1. Article

    This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

  2. Article

    This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.

  3. Article

    This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

  4. Article

    This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

  5. Article

    This article asks the key question: 'What is content?' and suggests strategies in which content can support and shorten purchase journeys.

  6. Article

    This article discusses various approaches used by marketers to understand what consumers want.

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