Cracking the code…Insights for mobile from behavioral sciences - Pondering Panda
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The document provides details about the Marketing Research Management Workshop (MRMW) that took place on November 5-6, 2014 at the DoubleTree by Hilton Hotel in Cape Town, South Africa. It was organized by the Association and included sponsors and media partners. The workshop featured speakers on topics related to cognitive biases, mobile research applications, and using behavioral economics and psychology in marketing research.
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Cracking the code…Insights for mobile from behavioral sciences - Pondering Panda
- 1. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by
- 2. #MRMW Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners
- 3. SHIRLEY EADIE - PONDERING PANDA THECODE CRACKING
- 4. M
- 8. + = R110
- 9. 2% of total! body weight 20% of total! energy consumption
- 10. Cognitive Biases Context Biases Time Biases Social Biases TIMECONTEXT SOCIAL
- 11. {Framing} ! The context within which something is presented or ‘framed’, alters how it is perceived. CONTEXT
- 16. {Anchoring} ! The impact of numbers, sometimes random numbers, on decision making. CONTEXT
- 17. 75% 80%
- 18. {Salience} ! Information that stands out, is novel, or seems relevant is more likely to affect our thoughts & actions. CONTEXT
- 19. n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology! Survey ran in November 2013 Order Bias When did you last have fast food?Q Today (top of response list) Today (bottom of response list) TODAY
- 20. n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology! Survey ran in November 2013 Order Bias When did you last have fast food?Q TODAY Today (top of response list) Today (bottom of response list)
- 21. Increased order bias on small screens • Rotations vital • Eliminate scrolling • Reduce character set • Reduce response fields ! Split cell methodology • Capitalise on large samples • One concept - One cell M Mobile application
- 22. {Present Bias} ! The tendency to give more weight to present events than future ones. TIME
- 25. Impact of Time of Day 67% 48% 67% 48% n = 4 793 | Ages: 13 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology! Survey ran in August 2014 Lunch (11:30 -14:00) Rest of the day How likely would you be to buy a 330ml Coke, a tomato-and-cheese sandwich and a small packet of Simba chips, for R25.00? Q Very Likely (During Lunch) Very Likely (Rest of Day)
- 26. Impact of Time of Week n = 5 661 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Weekly tracker | Conducted in March 2014 across 5 weeks | Interviews (Sunday & Monday) conducted close to reported behavior (past weekend) Sunday Evening Monday Morning Monday Afternoon/ Evening % How was the weekend for you?Q Those who answered ‘GOOD’ 46% 51% 54%
- 27. {Diversification Bias} ! The tendency to overestimate the extent to which we will make different decisions in future. TIME
- 28. Diversification Bias 0 20 40 60 80 Day 1 Day 2 Day 3 Sequential Advance Adapted from Read, Loewenstein and and Kalyanaraman (1999)
- 29. Mobile device - ideal for in-the-moment or close-to- the-moment research Essential to date & time stamp interviews Include temporal analysis where relevant Make use of Predictive Analytics to model future behaviour (e.g.: CHAID) Simulate future scenarios using newly available analytical techniques (e.g.: BrandStretcher) M Mobile application
- 30. {Social Norms} ! The extent to which other people in our environment play a role in shaping our behavior. SOCIAL
- 36. Who’s counting? Those told that the average consumption of alcohol was 5 units, were more than twice as likely to admit to drinking 5 units themselves
- 37. {Me Error} ! The tendency to consistently overestimate our ability or accurately judge our behavior. SOCIAL
- 38. How’s YOUR driving? n = 445 | Ages: 18 - 34 | Vehicle drivers | Weighted to national proportions across age, gender and race! Survey ran in September 2014 Thinking about your driving skills compared to other drivers in South Africa, which of the following best describes you? My driving is… Q 38% rate themselves in the top 10% 0 5 10 15 20 25 30 Top 5% Iam one of the bestdrivers Top 10% Iam a really good driver butnotgreat %
- 39. • Me to We research • Reduces ‘Me Error’ • Allows for smaller sample set ! ! • Mobile interviewing ideal for - • Researching socially sensitive topics • Reducing interviewer bias • Reducing group think! ! M Mobile application
- 41. http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify http://www.exactitudes.com/index.php?/series/detail/3 http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555 About 38% of the adult population in sub-Saharan Africa lack the basic literacy and numeracy skills needed in everyday life. https://www.youtube.com/watch?v=DRCMdnCr6h0 http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248/ ref=sr_1_1?s=books&ie=UTF8&qid=1414742653&sr=1-1&keywords=predictably+irrational http://www.sciencedaily.com/releases/2008/10/081006130542.htm http://www.nytimes.com/2013/04/14/business/for-penney-a-tough-lesson-in-shopper- psychology.html?pagewanted=all&_r=0 http://www.amazon.com/Everything-Obvious-Common-Sense-Fails/dp/0307951790/ref=sr_1_1? s=books&ie=UTF8&qid=1414742686&sr=1-1&keywords=everything+is+obvious+once+you +know+the+answer http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify References
- 43. #MRMW Title Sponsor Silver Sponsors Bag Sponsor Association & Media Partners
- 44. November 5 & 6, 2014 DoubleTree by Hilton Hotel Cape Town Upper Eastside, South Africa #MRMW Organized by