As much as technical innovation, the application of behavioural science has been central to the success of the FANGs (Facebook, Amazon, Netflix and Google), an industry figure maintains, as they minimise cognitive load through constant testing of ...
Richard Chataway, WARC Best Practice, August 2019
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
Jo Bowman, Event Reports, Nudgestock, June 2019
In the digital world everything can be measured, with the result that marketers are biased towards the illusion of certainty that figures bring and neglect the crucial observations of behavioural specialists.
In recent years, governments and businesses have made effective use of social norms to persuade people to behave in a certain way, but messaging can become even more powerful with a deeper contextual understanding.
Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Unilever, the consumer goods manufacturer, found an innovative way to challenge stereotypes by asking several of its marketers, as well as agency representatives, to take DNA tests and explore their own genetic heritage.
Colin Ho and Lee Markowitz, Research on WARC, Ipsos Views
Many marketers have rejected surveys in favour of using non-survey approaches to capture behaviour, but the assumption that surveys cannot capture behaviour is incorrect – surveys can be designed to measure behaviour and specifically, behaviours that predict innovation’s potential.
WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, vice chairman of Ogilvy Rory Sutherland explores why it is so hard to make the case for investment in creativity despite evidence suggesting it is effective.
Joe Phua, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 242-254
This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.
Nirupama Kaushik and Maitreyee Patki, ESOMAR, Asia Pacific, 2019
Brandscapes Worldwide, an insights company, uncovered how researchers can understand existing habits and how brands can create a desirable habit by launching a pilot study that tested Indian and Singaporean consumers intending to have healthier mornings.
Crawford Hollingworth, Melissa Gill, Jonathan Hanratty and Sam Paul, ESOMAR, Asia Pacific, 2019
Australian Red Cross, a humanitarian aid organisation, used behavioural research and insights to reduce the amount of unrequested goods sent from Australia during times of humanitarian crises in the Pacific Region.
Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.