CHAIR- Belinda Aanensen
Shopper behaviour and purchase decisions are largely “System 1” – unconscious and fast. While System 1 / Implicit research methods have been applied to consumer research for some time, Shopper Research has been left behind and has instead relied on store transaction data or recall-based methodologies.
In this presentation, Peter and Bronwyn will demonstrate how Gateway are using Science & Technology to capture real world shopper behaviour and will discuss how Coca-Cola South Pacific are using this technology to answer questions that retailers and manufacturers have previously been unable to answer.
The use of research in behaviour change programs is often questioned and critiqued, for a number of different reasons. The successful outcomes of a project undertaken by Nature in close consultation with our client (Yarra Valley Water) and creative partner (Thinkerbell), points to how research can be best used as part of the intervention strategy build and validation.
This highlights the value that can be derived from segmentation and more innovative research designs, but more importantly speaks to the critically of end-to-end collaboration between research agency and creative agency.
Traditional qual research asks people why they behave as they do; however, as most of our behaviour is subconscious, we are often unaware of what truly drives our behaviour.
Behavioural Science is a tool to help us to better explore and understand behaviour, informed by a set of proven psychological principles and experiments; which enables us to add quality and new interpretation to the findings delivered by current market research methods.
At The Behavioural Architects we work to find more effective ways to link behavioural insights to research, and in our presentation we will share with you some of our behavioural techniques to help minimise response biases, reduce respondent post-rationalisation, and to better understand drivers of behaviour via:
– Experimenting with peoples’ context and observing their behaviour rather than asking what they would have done
– Designing key activities to desensitise, disrupt and experiment with behaviour
– Utilising a framework for analysis of non-verbal cues that enables us to explore a richer understanding of behaviour
– This session will explore different methods that can help highlight key biases and provide a much more accurate account for our behaviour.
13:10 Q&A Discussion