Building a Stronger Foundation with Behavioral Science Blueprinting
Most marketing and insights teams have a solid understanding of their target audience’s stated motivations and beliefs. There is no doubt that this is critical input to the development of any successful growth strategy.
However, consumers are often unaware of what drives their own behavior. If only consumers could provide managers with a blueprint that shows not only what they do, but why they do it, and what they might do next, brands could innovate around the differences that mattered most and communicate them in ways that just ‘made sense’ to their targets.
Behavioral Science enables us to create a blueprint of these nonconscious elements into actionable consumer research, empowering marketing and insights teams to develop stronger tactics and strategies to drive growth by circumventing the say-versus-do gaps that often present in traditional research.
But how do we do this, given these elements are, after all, nonconscious?
Ipsos has developed a scalable way to add another layer of understanding to the motivations and mindsets of your consumers. We are pleased to introduce Behavioral Blueprinting – a new-to-industry approach that can enable you to:
- Speak to your target consumer in a way that’s intuitive to them and nudges their behavior
- Create an innovation pipeline that taps into core consumer jobs
- Ensure that the entire brand-building process, from strategic direction through to initiative planning and in-market execution, is built on a consumer-centric foundation that influences meaningful behavioral change
Revisit our on demand webinar as we show how Ipsos uses validated academic-based scales and methods to reveal and quantify your consumers’ hidden goals, motivations, and attitudes. You will hear how this simple, yet powerful, approach can help tailor your brands’ long- and short-term growth strategies to be more resonant, and ultimately more effective. Please note, during the webinar at about 32:36, we share two ads to illustrate our story. You can access the ads directly here:
AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.
0:05
Thank you for joining us for today's Ipsos webinar illustrating the Powerful consumer Insights available with Behavioral Blueprint team.
0:14
Today's presenters are senior behavioral scientists and consumer insights specialists, and you can read more about them on the slide in front of you.
0:25
Throughout today's session you will remain in listen only mode, however throughout the webinar you may submit questions online using the Q and A feature.
0:36
Time permitting we'll answer questions at the end of today's session, however, if time ran short, then your question will be answered by e-mail.
0:47
Today's webinar is also being recorded and will also be directly e-mailed to you.
0:54
So now, without further ado, it is my pleasure to introduce today's first speaker, Greg Gwiasda the Vice President of Behavioral Science Center of Excellence.
1:06
Great, you have the floor, because excuse me. Excellent. Thanks, Elen. So yeah, so again, welcome, everyone.
1:14
We really appreciate everyone taking the time to join us for the next 45 minutes and we're excited to, you know, share out some of the some of the cool things we think we're doing. And hopefully you'll find it interesting.
1:25
Just wanted for, we kick off when it gets a little bit more about myself, captains yourself in a second. So as mentioned I'm Greg Gwiasda.
1:31
I'm a Vice President in our Behavioral Science Center.
1:34
I've been at Ipsos for about 15 years and I've been formerly other Behavioral Science Center team for about three years.
1:41
But before my time I was a professor of political psychology.
1:44
So I've been really studying human behavior, decision making, how we process information or for 20 plus years now. So I'm always excited to get to talk about these things.
1:56
And I yeah, I hope you enjoy our time together and yet happened if you want to introduce yourself that would be great.
2:03
Hi everyone. I'm Kathryn Grater also a Vice President in our itself Behavioral Science Center Team. I've worked in the market research industry for over 20 years now and just before coming over to Ipsos. I worked client side at Kimberly Clark, where I led the Behavioral Science initiative in our Global Central capabilities team.
2:22
With the Mission to enable cross functional teams to learn and apply basic principles across market research, and also the overall marketing process, as we're talking about today.
2:33
Awesome. So, yeah, we're super. I'm always excited when I get to work with efforts.
2:38
So, yeah, so we have a lot to talk about over the next 40 minutes, And so I'm kinda give you a roadmap of what we'll do.
2:45
So first, I want to give you a little bit more information about who we are as the Ipsos Behavioral Science Center.
2:52
And then want to move into a little bit about how it says, approaches Behavioral Science.
2:56
It's a big concept, and people think of it in different ways, and just want to let you know how we attack it, and how we see it happens. It's value.
3:04
After that, in the Sections 3 and 4,Kathryn will take over, and she's going to walk us through the challenge in the market that we think Behavioral Blueprint Eng, You know, that adds value to, that can address and, you know, she'll talk about how we do this.
3:21
No, and she'll give a brief walkthrough, in terms of the science underlies this.
3:27
And, you know, I'll give you a real no sense of why we, you know, believe it.
3:31
But then at the end, I'll show you some case studies, and not only why we believe it, but gives you a taste of how it has actually worked. And so now, again, it should be a fun time together.
3:41
As mentioned, time permitting, we will answer questions if we're able to.
3:46
Alright, so let's get started. You know, a little bit about us.
3:50
So Behavioral Science Center was founded a number of years a couple of years ago and Ipsos.
3:58
You know, I got to realize that, know, there is a lot of value in applying behavioral science to the application of marketing, research, and marketing research processes.
4:08
Realize that, you know, it's not always like it. There's a huge information sort of database.
4:12
There's academic knowledge out there that is really valuable, and rows that we wanted to help people, you know, bridge that gap between those, those academic learnings that are sometimes hard to understand. But we know we're powerful.
4:26
And so we developed the team with a lot of different specializations. And so you can see here a number of people on our team, a number of people we work with.
4:33
We have a number of PHD.
4:35
Academics, a number of us who are former professors.
4:39
And we have a mix as well.
4:40
It's applied practitioners, you know, with deep, you know, like Catholic client side, experience, you know, she stood in the shoes like many of you and try to figure out, You know, why are people behaving the way, or why aren't they behaving the way that we want?
4:53
You know, our commitment goes deep.
4:54
We have created separate think tanks, both with Yale and with Duke to further make those academic application connections.
5:04
And the Behavioral Science Center, you know, here the group of us on this team, we work across all of our service.
5:08
So, we get involved in primary research.
5:11
Ranging from quality, ethno to social declined, um, but we also worked with more one-on-one with clients on those more consultative questions.
5:21
As I mentioned, our overarching goal is sort of what's brought us together from the get go, because we want to translate those rigorous academic research into compelling and effective market activations.
5:33
And I think, you know, as we've been doing this for years, I think what we've come to learn is you know, everyone likes a behavioral science talk, and hopefully that's still true when you, you at the end of this one.
5:42
I think people understand that it's important, but they often find it difficult to know what to do with it once they leave. You know, like, Oh, that was really cool, but how do I apply it?
5:52
Um, you know, and so I think one thing that we've really taken to heart is, we want to help, are your clients understand how, you know, when rubber hits pavement? How do we make this and apply this?
6:02
So, we can help you address questions like, How can we create more engaging, impactful messaging?
6:08
You know, how can we optimize our packaging or our digital assets in a way that will more intuitively resonate on that non conscious level?
6:16
How can we create and reinforce habitual behavior?
6:19
That helps, you know, create that relevancy for our offers.
6:23
You'll find out what are the non conscious and hidden drivers of consumer behavior, and at the crux, you know, how can we develop sustain, real, meaningful relationships, You know, with our customers.
6:37
So a little bit on our overall philosophy, and as I mentioned, we'd like to talk to you a little bit about how we apply the herbicides.
6:44
So again, it's a big topic, you know, there are myriad of books written on this.
6:48
You can literally get a PHD in it these days, and so it's not that there's one right definition, but I think it's only fair that, you know, you get a sense of how we're approaching this.
6:58
So, we see behavioral science as an interdisciplinary field, which allows us to better understand the contextual, non conscious, and often those hidden drivers of behavior.
7:09
We draw on a number of areas, and we have people on our team with different levels of expertise. We've worked with cognitive psychology theories to understand how people process, store, and use information.
7:21
We draw on social psychology, to understand how people leverage emotions.
7:26
I'm, how they build relationships, how they form an influenced by their own.
7:31
And, you know, multiple self identities, we draw on cultural anthropology to understand what are the values and norms that are out there, the things that we we expect to see. And.
7:42
And lastly, Behavioral Economics, which I think a lot of people may think of as behavioral science, those those biases and heuristics that we know that are at play.
7:49
Through so much of our decisions, loss aversion, decoy affects the status, quo bias and things like that.
8:00
Sorry, I lost my mouse.
8:03
A core tend to behavioral science, it's something if you know nothing else about behavioral science, you surely know this.
8:07
You know, we come to the conclusion that, you know, our decisions are guided by two different operating systems that work within the brain.
8:15
There's that system one. If you read kahneman's thinking fast and Slow, you know, there's a fast processor.
8:21
It's intuitive. It's automatic. It's focused on sort of immediate gratification.
8:26
It seeks efficiency. It's basically trying to get the good enough decision.
8:31
It's the workhorse, and it's not a flaw of our brand. In fact, it's a it's an incredibly powerful feature.
8:37
That is what enables us to get through our day-to-day lives, because there's so many decisions we have to make.
8:41
And it usually gets it with a very high accuracy rate, but now the perfect rate.
8:46
Then we have our system to process it.
8:49
It's slow.
8:51
It's when we need to deliberate We're more controlled in our thinking.
8:55
It's six accuracy, and that's those moments where we need to get it. Not just pretty close to right. You know, we have that belief. We really want to get it right.
9:02
So if you're thinking about what you want for lunch one day, you might go system one. The first thing that pops into your head, maybe good enough.
9:09
If you're thinking about where to go for your anniversary dinner, you might put a little bit more thought into that, and really think that through, in terms of the overall experience.
9:18
The other thing we think is important to account for is an understanding that decisions are a function of three factors.
9:25
The first there in the middle, that knowledge and attitudes, you know, what are the things that we believe and feel.
9:31
We enter a decision with a certain set of information, and market research has done, I think, a fabulous job, Credit, creating tools to understand this. And so, for instance, if I'm thinking about what movie I wanna pick, you know, I go into that with a set of information. I think there's certain genres. I like I like comedies.
9:48
No. Not usually as into yes, maybe science fiction.
9:52
There's also actors. I like, and actors that I don't know length of movies, and these are all things that affect my decision.
9:58
But those alone don't determinant. A lot of the things we want to account for.
10:04
What are our goals and motivations?
10:08
Minimize.
10:09
Am I looking to unwind and I want some mindless action?
10:13
Do I want to challenge with maybe some sort of like indie, no twist, ending type movie?
10:19
You know, do I want to be taken to a new world?
10:22
Then the decision context, you know what situation we find ourselves in.
10:26
Know, I might have this desire, maybe for an action movie, but it might turn out that my kids are watching with me. and I'm like, oh, well, maybe the return to your Star Wars or Marvel Movie.
10:35
Whereas if it's just my wife and I like, Oh, well, we throw one John Wick, which is maybe not quite as, you know, age appropriate for the little ones.
10:45
What I want to talk a little bit more, what we're really gonna focus on, the remaining time we have together, is the rule. That goals, because I think your goals or something, we think, from the perspective of a behavioral scientist, haven't really been given enough attention, not that they haven't been given attention.
10:59
But this is where we think there's a lot of opportunity to really extract a lot more value.
11:04
Goals are immensely important as they give us, they give us focus.
11:09
When consumer goals are active, we perceive and pay attention to the items in the environment that help us to achieve these goals, and it may even lead us to be blind to some of the elements that are not related to our current goal.
11:21
So it's sort of goals, got influence, what we deem important as we make decisions. And as a result, we look for the things that are relevant to, those things are important.
11:30
Wouldn't we accomplish that? And then we've satisfied that goal when we sort of check the box.
11:35
That is immensely satisfying. And if we can deliver products, and offers and services that align with those goals, that positive feeling with our brand with our offerings are going to create a much stronger attachment with our customers.
11:50
Another way to think about the role of goals in a far different way.
11:54
Is this picture?
11:57
No, Where's Waldo?
11:59
I probably didn't even have to say, Where's Waldo? You probably have seen this picture before. You immediately kind of know the the coloring, the design of this.
12:07
And without me even saying, Where's Waldo you almost certainly have the goal of finding waldow within this image.
12:15
Like I bet everyone right away was looking for that red and white striped shirt.
12:20
And so, that goal became immediately focused your attention. You probably also were completely oblivious.
12:25
As I was the ... turns out, that this there are probably a half a dozen people spilling drinks on their table onto other people and things like that.
12:32
A fairly significant event in a picture, but something that just isn't related to our goal, therefore, is out of our attention. It's therefore, you're not important.
12:42
And in case you're wondering if you haven't found them yet, Waldo is right up there to the left. Dry and Safe.
12:51
So where do those come from?
12:53
Well, broadly speaking, goals can be activated in two ways.
12:57
There are factors that, you know, come from outside ourselves, and these can be tangible things.
13:02
You know, the absence of something running low, your gaslight turns on while you're driving, you immediately become focused on the gas station signs on the side of the highway.
13:12
Overt advertising or messaging might prime a goal and make that, you know, something that you are thinking more about.
13:18
You're buying a computer, and you see the apples think different.
13:21
You might in fact, realize, I want to think differently about what this role computer is, or what I want to buy.
13:26
A flat out prompting your environment, such as someone cleverly asking you to find Waldo may direct you.
13:34
But goals also can come from within.
13:36
And they can be things like our physical needs, if you're feeling hungry right now, you might think about, you know what you have sitting around your desk.
13:43
You might be already thinking about, you know, what's in your in your pantry, not in your kitchen, emotional needs. If you're feeling lonely and you want to connect with others, you might be looking for opportunities.
13:53
A neighbor that's outside, you might strike up a conversation with, you might go into social media to see who's around.
13:59
Then the last one is there are these innate ways in which we process and respond to information, almost to integrate our values, a sense of how we see ourselves, in the sense of which the way we believe we carry ourselves in the world.
14:11
And these are these chronic latent motivations that we have often affect us not only with MS, but sometimes a little bit without our awareness.
14:20
But they're things that we can pick up on and this is the crux that we want to talk about with this behavioral blueprint.
14:25
And, on that note, I would like to turn it over to Kathryn so that she can take us through, um, you know, this, this is this topic.
14:34
Take it away, Kathryn.
14:36
Yeah. So, thanks, now that Greg has explained more about the building blocks of behavioral science, let's turn to thinking a little bit more about the macro context of traditional marketing research.
14:47
There's, of course, a ton that we can glean from traditional research, but it's not without its challenges.
14:54
As we all know, understanding your target audiences, goals, and motivations. So really getting under the hood on what they're specifically trying to achieve is absolutely critical.
15:03
If you're going to truly understand why they do what they do, and it's also critical if you have any hope of designing messaging products and services that aim to capture their attention and help them satisfy achievement of their goals, as Greg just talked about.
15:17
But I think we can all also agree that it's not necessarily always as easy as it sounds to identify what consumer's underlying motivations are to achieve goals, as well as their approaches and mindsets and processes involved in goal achievement.
15:32
Therefore, I think it's worth it to talk for a couple minutes about commonly voiced challenges that tend to surface when we think about understanding consumer motivations with traditional market research studies.
15:48
So, as an example and often voiced frustration is that consumer segmentations can be sometimes difficult to activate against. or maybe not as inspirational as they could be to the development process. When you're trying to create things like claims, names, communication, elements, concepts, packaging. And as a result, often, there's work to be done then, to sort of illuminate the segments that you identify your key prime prospects, which can often require lots of additional money and time, and sometimes still not really seem to address the need.
16:23
You can still sort of have that nagging feeling that just like maybe you're missing something, something that bridges that explicit category, attitudes and stated behavior that you got from your segmentation to consumers, underlying motivations, and the ways in which they tend to process information, which you really don't get from something like a traditional segmentation. So, more of the how to talk to them, and what to say, than who they are and what they're doing.
16:50
And then, another frustrating scenario that researchers and our cross functional team partners tend to run into, is that, when they feel quite surveys, that attempt to reveal winning options. So it could be the claims that rise to the top. And, like a Max diff, the concept or a piece of creative that gets the best score and testing, the packaging design with the highest PI, or things like that.
17:12
They might find the winners, but find that these traditional metrics, that they are looking at and testing, do struggle to provide a deeper understanding of why the winners were the winners. Why the losers, were the losers? And asking consumers directly, why certain things resonated with them, while others didn't, can be really somewhat helpful at best, because we know people often can't articulate the real whys behind their preferences.
17:38
But luckily knowing more about the, while studying are validated components, and motivation, and goal achievement can address these challenges that we talked about, and more, and help unstick us from the run of asking the same questions over, and over, and getting similar answers again. And again, for anyone who has worked on a category or a brand for a long time, I'm very familiar with this scenario, and you probably are, to where you feel like you keep staring kind of at the same information.
18:05
And trying to find a different answer from it, or trying to crack the same nut over and over.
18:11
It possibly could be just the way that you're looking at it, or the way that you haven't looked at it yet. Academic frameworks like the ones that you see here, so regulatory fit theory, locus of control, intrinsic versus extrinsic motivation. Maximizing versus satisfy saying, they help us really put structure around the ways in which people non consciously view the world, as well as themselves. How they approach a certain category, How they gather information, and ultimately, how they make decisions.
18:43
And on our team, we've drawn from this literature to create, actually a really simple way to harness the power of this massive body of research that's out there, and apply it to our clients business questions, And that's what we're calling behavioral blueprint ing.
18:56
Ultimately, once you understand these things about your motivations for your target consumer, you can, of course, then better develop and align your interventions that you're developing to their unique mindset, and ensure that they're more likely to not only give focus to your message. So when they're looking for the red and white stripes, they're actually seeing them, but that they're more likely to see how it relates to achievement of their specific goal. Remember it, and then, of course, act on it, which is where the rubber really meets the road.
19:23
And along the way, another benefit, if is this added layer of knowledge about your consumer, and what will resonate with them, can also be immensely helpful in adding tactical direction to something like your briefing process, which can be a little bit squishy and ambiguous.
19:38
And also adds focus to testing of various execution of elements of your brand strategy, like, claims names, iconography, the user experience, and just multiple things within the overall concept development process.
19:53
And I know, in my experience on the client side, as I talked about earlier, when we would hear words like academic literature and frameworks and principles, many people would automatically think, complicated, theoretical, expensive, time consuming, All that great words, when you're thinking about proposing your research Plan. But, the beauty of Blueprint ing aside from its action ability, which we talked about, is that it's actually easy.
20:20
It's accessible. It's scalable, and it's flexible, we've already done the work on our side of the distillation, of all of the knowledge and the academic literature.
20:30
So, at this point, you just need about 5 to 7 ish minutes, or so of survey real estate, Either added onto another survey that you're already doing, like usage and attitude, segmentation, or concept testing. Or we can feel it as a standalone battery of questions.
20:46
And, in that example, we can actually even take an existing segmentation that you already have, and map these frameworks back to your segments, after the fact, now, using your typing tool.
21:00
And the beauty in, the design of blueprint and also lies in the fact that the science is impactful, but it's also intuitive.
21:07
You learn more about it, you'll discover, I think, that it just seems to make sense, and you'll also start to encounter the more you know about it, messaging, and other touchpoints in your own life that you just see in the world where you start to type.
21:19
You'll start to see these ties back to different motivational framework alignment.
21:24
We unfortunately don't have the time today. We can talk all afternoon about different motivational frameworks, but we just have a little bit of time with you, so we'll look at two in more detail, regulatory fit theory and also locus of control.
21:38
But first, let's consider a completely hypothetical case study, so I'll add the legal caveat that any similarity to actually real people is purely coincidental. But let's say, we're thinking about a consumer.
21:51
And we'll call him Greg.
21:54
So you can see here, we know quite a bit about his basic information. We know his age, his occupation, and we know about his hobby, that he's a craft beer explorer.
22:04
If you ask Greg about his passion for craft beer, he'll tell you that he craves variety and exploration. He's constantly trying new breweries.
22:12
And overall he finds a lot of enjoyment from his hobby in his online behavior. Backs this up piece seems to have explored a lot of beers. But there's something interesting if we dive a little deeper about how Greg approaches his hobby.
22:27
So we find more out about how he approaches it, and learn that he always does a very extensive research on beer ratings before ordering.
22:38
And why does he do this?
22:40
While digging into a below the surface of his behavior, he doesn't want to inadvertently get the wrong beer and then regret it.
22:48
So how do we think about all this in terms of Gregg's goals, motivations, and mindsets when it comes to his hobby of exploring craft beers?
22:57
We can think about his mindset in terms of prevention focused, or promotion focused, which is the basis of regulatory fit theory.
23:05
So we might assume he relates to his craft beer passion. In a very promotion oriented way since we know that he likes to explore, find good beers, checkout, new breweries, and it promotions that mindset is all about the desire for success, what can be gained, achieved, and maximized. Asking all those questions that you see there on the right side.
23:27
But as we learn, there's a very clear prevention element to his approach because before going to a micro-brewery, he researches what's best. And that's due to a fear of ordering the wrong thing. And then regretting it later. So he strongly wants to avoid or prevent that experience and prevention mindset is all about a fear of failure, a sense of obligation and responsibility, maintenance and protection.
23:54
So why is this important? Why is this all this somewhat academic sounding theory?
23:58
Meaningful for messaging, and I'm going to read this slide verbatim, because it's really important to optimize consumer touchpoints and drive desired behaviors.
24:07
There needs to be a match in terms of consumers, mindsets, and the prevention versus promotion focus of the message.
24:15
So, basically, this mindset to message alignment creates regulatory fit, which is essentially an ease of processing. That just kind of feels, right. So as a consumer, you probably had this feeling before where you just sense that the company is kind of speaking your language and it creates a sense that the product is the right choice for you.
24:34
This general positive feeling that you have then spreads to improve overall evaluations of the entire product and service.
24:46
This notion that good regulatory fate equals increased engagement has been proven time and again to hold true.
24:52
Here's a brief summary of one example about toothpaste. In this study, respondents saw 1 or 2 statements about crest versus Colgate.
25:00
one had more of a promotion frame for crest. So crest is better than Colgate, its competitor. And the other one had a prevention frame. Colgate is worse than Crest.
25:13
And as you can see in the data on the right, promotion oriented respondents rated the positively framed claim. Higher, will prevention oriented respondents did the opposite. They rated the negatively framed claim higher.
25:26
So proving out that the message that fit their orientation was more preferred.
25:34
We can also see how regulatory fit might play out in real-world communication. Well, some products, you know, it's, it's one thing to note that they do fundamentally lean one way or the other. They might the promotion or prevention, at a more macro category level. The majority of products are more in a space where they can alter the positioning of it and the framing of the product.
25:56
So the same products can be framed to align with either prevention or promotion focused consumers. And here's one example, so toothpaste can be positioned as a promotion product by focusing on the benefits of providing whiter teeth, like the ad on the left does. Or, it can also be position as a prevention product by describing the benefits as being able to reduce plaque like the ad on the right. So it's what you're getting versus what you're removing, what you're trying to avoid, what you're fearful of, same product, just a different mindset and different way to present it.
26:31
And here we have for Breeze. So on the left, leaning more is gaining happiness and enjoyment, versus on the right, avoiding having your passengers thinking that your car smells and possibly never wanting to ride with you again.
26:48
And there are many examples of this: in the food and beverage and restaurant industry. There is, on one side, the idea of indulgence and maximizing the experience of enjoying food and therefore enjoying life. And then there is definitely the very real aspect of enjoyment, but with obligation, responsibility, health, preservation, and wealth management.
27:08
And then all of these examples, rather than kind of a one size fits all, or a right or wrong, or it's always one thing, or there's another thing, there is merely a different way to look at it through underlying motivation and good regulatory fit.
27:25
Then let's dive into the other motivation brace based framework that will go through today, that we often leverage and behavioral science, as well, locus of control.
27:33
This model describes how people differ, in the extent to which they feel they have agency over the outcome of their lives.
27:40
People with an external locus generally feel that what happens to them is caused by external factors that are largely beyond their control. So could be things that are happening happening in their environment or context: a product or service, another person, even genetics, and their friends.
27:58
Then therefore, for them, something external is also perceived to be the solution to the problem.
28:04
And then given that their emotional state may be, one of hesitancy, nervousness, hopelessness. And what they're looking for ultimately is relief from those feelings.
28:15
But then conversely, people with an internal locus generally feel that what happens to them is their own doing, and therefore, they're looking for tools to empower them. If they perceive their own actions to kind of be the answer, not something external from themselves, they may feel calm, capable, and feel pride for successes, but also shame and guilt for failures.
28:36
Because, again, they believe that their control and what happens to them, is ultimately under their own control.
28:47
Like our regulatory fit example, whether your locus of control is predominantly external or internal matters, that influences what type of messaging, you're more apt to find influential.
28:57
So in this study women received messaging urging them to get a mammogram.
29:01
It was the same desired behavior, but there was a more externally focused message.
29:07
You can see here it's the best thing. Medical science has to offer for your health mammography. The tagline was the responsibility for maintaining your good health resides in your partnership with your health care provider.
29:21
Then there was an internally focused message that some women got.
29:25
The best thing you can do for your health is mammography. The tagline is the responsibility for maintaining your good health belongs to you.
29:34
So a very different way to kind of frame what ultimately is the same action.
29:41
And at this point, you can probably guess what the results were.
29:43
But for the call to action of actually scheduling and getting a mammogram women with an external locus of control, that that's just kind of, um, a trait that they have.
29:54
They were more likely to be influenced by the CTA. If they received aligned message and vice versa with the women. With an internal locus of control if they received the internal locus of control messaging, that was more influential and they had a higher percentage reporting getting a mammogram 12 months later in the follow-up.
30:14
And then we can also see real life examples of locus of control. Once we look, again, this is one of those things that when you start looking at the world around you, you'll be, like, Oh, I can kind of see what they're going for here. So here's one example. These are two different ads within the same category.
30:29
This general category of weight loss weight management, one is neutral system, and one is Weight Watchers, and one the nutrisystem one is leaning into taking the responsibility of weight management kind of out of your hands.
30:41
So you just have to open the box, eat the food we give you, and you lose the weight.
30:46
But the other one, the weight watchers example, touts their apps and tools that allow you to be in control of what you eat and what weight you lose anytime, anywhere.
30:55
Same general category, but pretty different approach.
31:04
Turning to cars, we see messages that appear to be geared also towards external versus internal focus.
31:09
So the Volvo Ad on the left highlights the unpredictable unpredictability of driving. You can't control what others do.
31:17
You can't control, really, what happens around you, is, such as cyclists who seem to come out of nowhere and come right in front of your car. But your car does notice this for you, and it will solve the problem for you, almost. You don't even have to do anything.
31:30
And then, on the other hand, Toyota is saying that things seemingly happen around you, like a massive snowstorm. But that doesn't change your personnel ability to break out of winter. So other people might accept that their cars are buried in the snow or boxed in, but that's not you, because you're in control of what happens.
31:52
These messages messages for deodorant show the women in the ads in totally different lights in the first and the external locus. She seems like someone who life has started happening to someone looking for something or someone to come in and safer from this terrible, an embarrassing situation that she seems to be in. But the second on the right shows someone in control who's an empowered and in charge, so it's a completely different in message and tone and likely to resonate very differently to consumers who feel different senses of agency over their own lives.
32:29
Then, lastly, let's move into the world of financial planning. So a little bit different, shifting gears again, to see how motivations and mindsets could be reflected now, not in, it's still at a print ad, but in a video ad, will show two 32nd spots, each coming from a slightly different angle.
32:46
And as you're watching these, as I ask you to think about what you've just learned about regulatory fit and locus of control, and think about what do you see that seems to be translating some of those key aspects of the two frameworks into this type of creative.
33:08
I don't know what's going on.
33:09
Done all sorts of research. trip earnings reports looked at chart patterns. I've built my own historic trading market and he's still not sure if you want to make the trade. Exactly, sounds like a case of analysis paralysis. Is there a cure, TD Ameritrade straight desk? They can help gut check your strategies and answer all your toughest questions. Sounds perfect. Say, Stress level is here, and I got you down here. I've done my job call for a strategy gut check, with TD Ameritrade.
33:35
Oh.
33:41
I'll throw the other one on now.
33:47
With TD Ameritrade, you've got courses, tools, and help from pros. It's almost like you're training me to become an even smarter, stronger investor Exactly. I 80 style training montage. Yeah. Happens all the time.
34:28
Great. So you might have even in watching those thought that one of them kind of spoke to you a little bit better, a little bit more clearly, and with a little bit more influential for you personally than the other one. And motivation, in this case, wasn't about the product or the behavior.
34:44
That was exactly the same in both ads, but the relevance differs. Because each one is focused towards slightly different mindsets. So, how should this service be positioned? Or which of these ads is better than the other one?
34:58
Well, that's admittedly. That's sort of a trick question because the answer is, basically, we're missing a key piece of the puzzle without a better understanding of the motivations and mindsets of whoever their target audience specifically was. Now, of course, we could do testing on these ads to see whether the actual creative elements and branding could be optimized, or there are certain frames that might be better than others. But in terms of the essence of the creative idea behind these spots, understanding the target audience is mindset and approach to financial planning overall. And even their approach to life overall would help us determine messaging and maximize impact of the creative spent.
35:35
So we think about these two ads. And in the first video, that ad was really tapping into more of a prevention mindset. That person was worried about making mistakes, they were worried about getting things wrong. They'd done all sorts of research to kind of protect themselves with this fear of failure.
35:52
Then also TD Ameritrade was position as a solution, they said things like Will check your strategy, will do that work for you, appealing more to that external locus of control.
36:03
Then on the flip side and video too, we're seeing more of that promotion framing. After using TD Ameritrade, you get empowered, bigger buffer, you've added to your abilities. Just think of all you can do and achieve. And also you are positioned as the ultimate solution in that one. We will train you to become a smarter, stronger investor, You've got this, you can do it yourself, definitely more of an internal locus.
36:26
So we can see how motivation frameworks play out in market messaging. But we also actually have real case studies where our clients have already use behavioral printing to make decisions, impact their businesses, and Greg will share a few of these with you in the minutes we have left.
36:42
Yeah, thank you.
36:45
I can also not going to, directly to part from the data, but I think that hypothetical Greg, but also been much more responsive to the prevention, TD Ameritrade. I guess let's speak.
36:55
Yeah, so it's like, it really is interesting. It's like, you know, we've sold some academic work.
37:00
As Kathryn mentioned, you're probably going to see a lot of this, you know, out and about, you know, in the world around.
37:05
You know, you, you know, exposed to it.
37:08
But we've also apply this in a number of studies and just want to give some high level thing.
37:13
The typical place, and not the owners we've done this a lot, is you overlaying with segments or with targets, and a lot of who's kinda mentioned It's that activations.
37:22
As building of those personas, it's that that deeper understanding.
37:26
And so, wanted to study, we did, was we help a client try to get a deeper understanding of the physician segments, or to create more engaging messaging.
37:36
And this case, they were trying to refresh, they're doing a segmentation refresh, or they want to understand how positions you saw the relationship via the treatments, as well as their patients.
37:46
And, in this case, we found, you know, the same approach that Kathryn mentioned, that regulatory focus theory and locus of control really helped us yotel a stronger story and really begin to understand how to connect with those physicians.
37:59
So for example, we have Segment eight here, who is high on prevention, with an external locus, and realizing that the sort of solutions that our client offered needs to describe how this treatment is going to solve the problem. You know, for that position.
38:14
You know, there were some physicians who, they are, likewise, busy with a lot of things.
38:18
It's not, they're not smart, but there are times when they're like, I just need something to work, and also looking for some of these conditions, saying, I don't want things to come back in the future, you know, from, from the patient or relapse.
38:30
And so, you know, I want a solution that helps me in that way.
38:34
Where there were other physicians against a different approach to, to the treatments, and to their, to their careers.
38:40
Is, they very much believe that they were in control. That they were the ones who were going to manage this, this treatment.
38:47
They were the ones who are going to manage this condition, that they could solve this.
38:52
And, therefore, they also had this promotion, say, therefore, but this case, they did also have this promotion mindset, where they wanted to help their patients achieve more. They wanted to do more than as themselves as a practice.
39:05
And so, it became a really powerful way to bring the communication and to see the relevancy of those of those offers. But they would hug their sales teams in different ways.
39:15
In another consumer segmentation, we did.
39:18
We helped a client who was, again, as Kathryn mentioned, sort of struggling to activate.
39:22
And they, they, they had a sense that they're having a good segmentation, had been for awhile, they had one of those ubiquitous problems.
39:28
That one segment that was scoring high on, everything add.
39:32
They believed it was a real segment, but they weren't entirely sure. And they're saying, Hey, you know what?
39:36
We haven't been able to quite tease out the story on, how did we get this group there.
39:40
And, you know, we've talked to them a little bit, and, you know, they said No, and if it's not a real assignment, you know, let let us know what we think.
39:48
It could be a lot of what you're saying really resonates. With City.
39:50
They might have a promotion orientation, these are people who are seeking to enrich these, are, people are going to be very open to a number of things.
39:56
And so, let us maybe overlay this regulatory fit theory. And in this case, we also looked at Intrinsic and extrinsic Motivations.
40:04
And let's look at, you know, does this help us tease out those motivations?
40:07
That helps us really see, you know, what's getting at that?
40:11
And, again, what we saw was really nicely that it began to do that.
40:15
That segment, in fact, scored high on that promotion orientation, not prevention, and they were very intrinsically motivated, so retail segmentation, so they really wanted to enjoy the retail experience itself.
40:26
We saw other segments like this, that were, again, promotion oriented, but we're still more extensively motivated by things like price, a sense of obligation, I'm having to do the shopping, you know, and things like that.
40:39
And what we also layered into this study, because by having these behavioral science, you know anchors, so let's do some more diagnostics.
40:46
And so, we looked at sort of the benefits, you know, that were intrinsic and extrinsic.
40:51
And, at the high level, here, what we saw was, just kinda reinforcing that, you want to build ....
40:56
If you want to build demonstrations and things like that, you are looking for not necessarily things that are going to select, grab and go shopping, or things that are going to talk about quick and easy cooking.
41:07
You'll want to do things that are big, fun, enjoyable interest, and it really was a way for them to target their in-store promotions, their flyers and things like that.
41:17
In a way that resonates.
41:19
Then the final realized it was go really click on this and are right at time, but didn't really cool study on the appeal of electric cars and hybrids.
41:28
They want to understand the mass market of these electric cars.
41:31
The conventional wisdom here is that people buy electric cars, yoder reduce their carbon footprint, and from a prevention mindset, that 100% is true of the majority of people.
41:42
But we found a small, but sizable group of the population had a more motion orientation towards hybrids.
41:49
And what was essentially is that these groups, then, it wasn't just from a positioning. They wanted a different product benefits. They had different characteristics.
41:57
Those prevention folks want to traditional engines.
42:01
They own their cars, they were older.
42:04
And so they were looking, like, basically, Give me the same, with longer driving range.
42:08
Where's the promotion folks were?
42:09
Like, I want something cooler, I want a Turbocharged engine, the least their vehicles, more variety, seagate.
42:15
They were younger and single, and they were saying, Yeah, they wanted to do well for the environment to be clear, but things that they were also saying that were motivate them. Advance my status, kinda make me look cool.
42:26
Show me the new technology.
42:28
And so it not only affected the positioning of what they went to market, but realized the type of cars that you would go, there are going to appeal. It's not just how you position it.
42:35
This is a case for feeding your innovation pipeline.
42:40
So, as we wrap this up, just want to sort of leave you with three key thoughts, thrown A lot of information out you, and hopefully, you know, you've enjoyed this as much as we have.
42:50
But first, outcomes and goals absolutely matter those benefits that people want.
42:55
But we also want to realize that processes matter as much, if not more.
43:00
How people achieve their goals is equally important to whether they actually seek to go out and do a thing about the weight loss. You're someone with external locus and you're given an internal locus solution.
43:11
You're not necessarily going to action on that, and this can really help.
43:15
Mitigate that, that's a do gap that we often see.
43:18
The cool thing about this is, you know, we know how to relatively easily assess these consumer lleyton motivations.
43:25
Yes, they are latent but they are measurable. We can, you know, tap into this.
43:30
Then, third is when you align those goals and motivations, you unlock a number of pathways to a better behavioral understanding.
43:38
You doing this, you'll create a more meaningful connection in the market and be more likely to guide consumer behavior.
43:45
So, don't really have time for questions.
43:48
I know we're at time, We absolutely promise that if you answer the question the way we will respond on a 1 to 1. Again, we hope you've enjoyed this as absolutely as much as we have.
44:01
We will please be on the lookout following up in the next day or two from this. There will be the recording of this, will be available in an e-mail to everyone who joined us today.
44:10
If you weren't able to submit your questions, by all means, reach out to Kathryn or myself directly. Hope that was clear from this. We love to talk about this.
44:19
You know, we, like, you know, solving these problems, we would love to hear what's going on in your world.
44:25
So, with that, you know, let me say thank you, on behalf of Kathryn myself and hope you have a nice finish the rest of your week.
44:35
Thank you, everyone.
