By - Neal Cole

How To Use Behavioural Science To Create New Habits:

Behavioural Change Through Habit Formation: Why is it when most people make New Year resolutions they don’t succeed in changing their behaviour? According to the psychologist BJ Fogg, the reason most attempts at behavioural change fail is that we don’t create new habits. However, marketing is all about behavioural change as if we don’t influence behaviour we have failed. Marketing

By - Neal Cole

Are Implicit Techniques The Future of Market Research?

Explicit Versus Implicit Research Methods Explicit methods of research, such as focus groups and questionnaires are often very poor at predicting behaviour and so is it time to switch to implicit research techniques?  When asked direct questions people are notorious for saying one thing, but doing something completely different. Conventional research techniques assume that people are independent thinking and rational

By - Neal Cole

How To Use Behavioural Science To Boost Conversions

  Is Behavioural Science Key To Effective Marketing? In the book, The Growth Strategy That’s Being Ignored, Paul Rouke and other contributors argue that for conversion rate optimisation (CRO) to be a significant driver of growth a customer centric approach needs to be embedded into the company’s culture. This need to come from the C-suite down and requires  aligning  the customer experience

By - Neal Cole

Is Financial Decision Making Rational?

  Updated 16/1/18: There is a perception that decision making in financial services (FS) is far more rational than with fast moving consumer goods because  FS products have more long-term consequences.  Decision making in other sectors is often seen as more emotional and impulsive.  This view is strongly held among FS professionals but is there any evidence to support this

By - Neal Cole

The Psychology of CAPTCHA

How Does The Brain See A CAPTCHA? CAPTCHA’s are a popular way of stopping bots or machines interact with certain elements on a website. But how does a person’s brain react to a CAPTCHA? To understand this we need to consider how people make decisions. In his book Thinking, fast and slow, Daniel Kahneman outlines how the human brain uses

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