By - Charles Phan

What You Need To Know About Consumer Behaviour

Why Consumer Behavior? When you want to make a new product or create a marketing campaign, the most important thing you’ll be considering is consumer behaviour. Their behaviour and habits as well as their decision making process is what defines your next steps. So, consumer behaviour is something that you really need to understand well, in order to sell your

By - Neal Cole

How Timely Interventions Boost Motivation & Performance

Timely Interventions Change Behaviour:   We all know that the timing of a request or intervention can have a huge influence on the response we get. This is why timely is an important element of  EAST (EASY, ATTRACTIVE, SOCIAL, TIMELY) and other behavioural change frameworks. EAST was developed by the UK government’s Behavioural Insights Team (BIT) to provide policymakers with

By - Neal Cole

New Coke – Market Research Fail?

The New Coke Story – Why did New Coke fail?   New Coke, or Coke II as it was rebranded, is known for being the biggest marketing mistake ever. Why did New Coke fail when Coca Cola spent $4 million on development? The company conducted over 200,000 taste tests and  commissioned numerous focus groups and surveys which executives claimed showed

The entourage effect influences the status of VIPs and needs to be factored into loyalty schemes
By - Neal Cole

Does The Entourage Effect Impact Loyalty Schemes?

Does Exclusivity Sometimes Backfire? Many organisations offer their best customers exclusive rewards to acknowledge their value and to reduce churn amongst their most valuable customer segment. The entourage effect suggests this exclusivity can sometimes harm the effectiveness of a scheme where a VIP customer has a strong entourage. For example, in online gaming  VIP players are usually managed by a

By - Neal Cole

Why Is A Silo Mentality Killing Your Growth Strategy?

Is a silo mentality killing Conversion Optimisation? Conversion rate optimisation (CRO) is on a roll but is a silo mentality undermining the effectiveness of CRO?  Companies are falling over themselves to recruit CRO specialists and yet few companies are getting the uplifts in conversion that they expected to achieve. The problem is that CRO is often set up as dedicated

By - Neal Cole

Why Do Most Attempts At Behavioural Change Fail?

Most Attempts At Behavioural Change Fail! Behavioural change is not easy. Have you ever tried to change a long-standing habit or create a new habit? Perhaps you tried to give up smoking, eat fewer sugary foods, start taking regular exercise, or just spend less time on social media. It’s often difficult isn’t it and the same is the case when

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

Hick’s Law And User Experience Design

Choosing Takes Time – Hick’s Law: In 1951 the British psychologist William Hick conducted experiments with a series of lights and Morse code keys to measure choice reaction times. Hick discovered that the relationship between the time it took to make a decision and the number of choices was logarithmic. Together with work by the US psychologist Ray Hyman their

Many decisions are influenced by cognitive bias
By - Neal Cole

Can You Measure Customer’s Sub-Conscious Motivations?

Sub-Conscious Motivations Are Hidden From Us: Neuroscience suggests that up to 95% of our decisions are made by our emotional sub-conscious brain and yet most research targets the conscious mind. To understand implicit (psychological) goals it is therefore necessary to access the unconscious brain as this is known to direct attention towards brands and is more predictive of purchasing behaviour

By - Neal Cole

How Commitment and Consistency Influences Behaviour

The Power of Commitment & Consistency!   Why is commitment and consistency one of the most powerful and persuasive techniques? Why would people ignore long held opinions and follow a course of action against their own best interests? What drives blind commitment and consistency? To understand the answers to these questions we outline the evidence and examples of how to

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