Customers are in the main, unable to correctly predict what they might buy and what drives their decision making. Many examples exist where companies have asked customers what they want, given it to them then regretted it when the customers failed to deliver on their predictions.
There appears to be poor alignment between what they think they might do and what they end up doing.
Traditional market research also often assumes that respondents can recall accurately, report fully and elucidate their behaviour, when often they cannot. Reported behaviour, attitudes and declared intentions often bear little relation to behaviour in the real world. This discrepancy can often be explained by behavioural and cognitive biases. If our preferences and choices are less the result of linear, deliberative and inhibited processes than the standard model would have us believe, then as innovators, we need to understand the “hidden” influences on human behaviour and the normal inbuilt biases residing in all of us.
At Kasocio we use an approach based on the principles of behavioural economics to really understand the conscious and nonconscious drivers of stakeholder behaviour.
- Uncovering the non-conscious drivers of behaviour: Approximately 80% of all decision making is made on a nonconscious level
- Developing communication optimised messaging: Developing messaging based upon the principles of customer behaviour psychology
- Message Testing: Testing ways to improve the impact and engagement of messaging and communication using customer behavioural psychology
Building upon what you already have
Often our engagement with new clients begins by reviewing existing market research that they already have and consolidating it so that the client can make a judgement call on what gaps exist and best to fill them.
Let’s start the conversation: To discuss how we can use our bespoke Behavioural Insight approaches to help you, book a 15-minute call with us here!