A Presenta*on from The NewMR Behaviour Economics Event 19 April 2012 Asking Ques+ons Without Asking The Ques+on Neil Gains, Tapestry Works Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
Neil gains behavioural economics - 2012
Aug 16, 2015
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A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Asking Ques+ons Without Asking The Ques+on Neil Gains, Tapestry Works
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking Questions Without Asking The Question
Neil Gains, Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking the wrong questions?
1. Market research asks too many ‘questions’
2. Consumers do not have the ‘answers’ and asking questions forces them to give wrong ones
3. Avoid asking questions and find smarter to ways to get the answers
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
3 key concerns
1. Most decision making is unconscious
2. Questions are highly dependent on framing to get the right answers
3. Asking questions changes the consumer experience
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
11,000,000
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
16
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
(Not Quite) Total Recall
1. Original context
2. Free recall
3. Expert knowledge
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Design for questions
Colour
Thickness
5.5
5.1
5.9
5.5
6.1
6.4
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Modeling answers
Colour
Thickness
5.5
5.1
5.9
5.5
6.1
6.4
Increased levels of liking
6.7
6.4
6.1
5.8 5.2 5.5
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Asking the right questions
1. Measure real behaviours, consumption, non-verbal responses
2. Focus on the key question only (if you must)
3. Use smart design and analysis to reveal the true answers
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Thank you
Neil Gains Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Q & A
Sue York NewMR
Neil Gains Tapestry Works
Speaker: Neil Gains, Tapestry Works, Singapore NewMR Behavioural Economics Event, 19 April 2012, Session 2
Neil Gains
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A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Asking Ques+ons Without Asking The Ques+on Neil Gains, Tapestry Works
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
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