Robert Thackerey, WARC Exclusive, June 2018, pp. 47-47
This book by Richard Shotton presents 25 behavioural biases that influence everyday decision-making and, with its comprehensive scope, aims to make behavioural unpredictability much easier to navigate and negotiate.
BANGKOK: Brand relaunches carry a significant risk of losing existing customers to rivals and it can take a long time to win them back, but Unilever found the use of nudge theory can help make the change almost seamless.
Ramanathan Vythilingam, ESOMAR, APAC, 2018
Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.
Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018
This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.
Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.
BEST OF 2017: Behavioural economics may be a relatively young market research discipline, but it is proving to be influential to advertising as its use in measurement and strategy development continues apace.
Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.
Jonathan Dodd and Matt Robins, Admap Magazine, September 2017, pp. 22-25
This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.