Insight
15th March 2022
Regardless of who you are or where you’re from, you make thousands of decisions every day. Most are relatively inconsequential, “shall I have a latte, tea, hot chocolate or something else?” Others are more complex, “should I accept this new job offer, move to a different city, start a new relationship?”
Potentially life changing decisions will naturally require more consideration than what you will order at the coffee shop due to the impact they will have on the course of your life. Translate this to the world of business and the same can be said for the big decisions that are made regarding the future of your brand.
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According to behavioural scientists, there is method in the seemingly subconscious or even irrational decisions that we all make on a daily basis.
There are predictable patterns to human irrationality, and once these patterns are understood, they can be used to design environments that help people make better, faster, easier decisions.
And no matter how you design your choice architecture, you will be influencing people’s decision making—intentionally or not.
We have a tendency to stick with what we know, instead of choosing something new and different. Without realising it, we can be overly resistant to change.
People tend to rely on the first piece of information they are given about a topic or a brand.
Stress can have an impact on the quality of our decisions and on our ability to make them.
Making many decisions over a prolonged period of time can be a significant drain on customers’ willpower. They may have a harder time saying no to trivial things or saying yes to those things that would upset the status quo.
Gilbert’s Behavioural Engineering Model presupposes that behaviour is a function of the environment and the behaviour repertory of individuals. This means that management and marketing professionals can utilise strategies to optimise the behaviour of potential customers by providing the appropriate instrumentation, motivation, and information to support the environment and guide the behavioural repertory towards consideration and purchase.
Understanding your customers’ needs and wants to provide the right products to the right people, in the right way.
Targeting a segment that is likely to be interested in your offering, with a message that is developed with them in mind is much more effective than targeting an overly broad audience.
Fully utilise the last moment of opportunity to influence consumers through your brand’s packaging.
The key to leveraging all that we know about human behaviour is to identify where you can make your customers’ choices easier. This is where market research is vital as a means of testing decision making. Both quantitative and qualitative research techniques can be used to determine status quo and anchoring bias.
The amount of choices and number of decisions a customer needs to take throughout the buyer journey can also be researched and optimised through online surveys, focus groups and web communities. Depth interviews are a great format for understanding customer’s needs, wants and motivations.
At Turquoise we have even developed a proprietary profiling tool called System DNA which will provide you with the optimum communication style and linguistic format that would need to be adopted in order to elicit the greatest level of behavioural change or engagement from any communication with your customer.
Market research journal
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Turquoise won the Landscape Institute award for climate change research with National Trust.
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Turquoise won the Landscape Institute award for climate change research with National Trust.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
Turquoise won the Landscape Institute award for climate change research with National Trust.
The higher education sector has faced rapid changes, including hybrid learning and global competition.
2020-2021 disrupted education, with 2022 bringing new but equally daunting challenges.
Higher education is evolving, with increasing global enrolment in various learning formats.
Born mid-1990s to early 2010s, Gen Z is reshaping consumer trends and workforces.
Product success depends on thorough market research, especially in international markets.
Colour is crucial in branding design, requiring alignment with business strategy.
We make thousands of daily decisions, ranging from trivial choices to life-changing ones.
Ongoing market research is crucial for achieving business growth, new markets, and success.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Entrepreneurship is booming, but poor planning causes one-third of businesses to fail.
Market research shows UK utilities have record-low customer satisfaction and rank least friendly.
Changes in the way we generate energy have recently come into sharp focus.
The UK's 2050 net-zero pledge requires major policy changes and lifestyle shifts.
The UK water industry faces ongoing challenges with scarcity, demand, and aging infrastructure.
The oil and gas sector faces major transformation, with geopolitical events driving price hikes.