Sadly, today is the last day. It’s been amazing and my brainspace is brimming. Am really looking forward to pooling all the information and really looking for themes. So watch out for a summary article coming soon. In the meantime, here’s what I saw today…
Seven Decision Science Secrets That Drive Behaviour, by Nancy Harhut of Wilde Agency
As we know, it’s harder to reach people than ever because it’s such a noisey world. Waning attention spans, with the average dropping to 8 seconds (down from 12 in 2000). However, because 95% decisions are subconscious, we rely on shortcuts as a way of conserving mental energy. The following 7 “secrets” are very similar to a book I recently read called “Predictably Irrational”:
1. Commitment and Consistency.
We tend to stick with our first answer. So get a small yes early to make it easier to get a bigger yes later. eg. Get a social media share early, then follow-up with bigger conversion later
Or a short-term trial yes, before asking people to commit longer
2. Loss aversion.
2x more motivated to avoid pain than we do pleasure. We feel losses more than gains. Good for titles and subject lines. Tap into the endowment effect – once you’ve owned something, you don’t want to give it up. Show products in a gallery being reserved by others
3. Choice architecture.
Defaulting opting in or out. Nudging to slightly bigger option ($60 or $120, not $50 or $100)
4. Cognitive fluency.
People prefer things that are easy to understand: the way it looks, what it says
5. Pricing perceptions.
Our brains feel the same type of pain when we part with money as physical pain. eg. Prices without .00 perceived as cheaper because less numbers. Show original price to left of discount, and the further apart, the better. Money primes us to be more selfish and self-reliant. Brain release more oxytocin from a coupon than a kiss
6. Copy nudges
- Is it ok to smoke while you pray? vs Is it ok to pray whilst you smoke? > People agree with the latter
- 5Ws and 1H. Use them in subject lines and headlines
- Use questions
- Use you and your (not I and our)
- Numbers written as digit get noticed
- Use because to given rational – eg. Wait watchers works because it’s not a diet.
- Eye magnet words:
- Your own name
7. Design nudges.
Our brain processes images 60,000 times faster and we remember better
- Faces and eyes. Either direct to camera for general, or looking at where you want the viewers attention to go
- Progress indicators
- Graphs. Show a graph/chart, increases believability
- Use a picture with text. eg. “Turtles are deaf”, with a picture of a turtle – image doesn’t actually add to the factualness, but helps believability
- Before and after shots together
Saving Stores: How Mobile and Data Increase Visits
Showrooming is not the issue people thought it was going to be a year or two ago. For every in-store browser that buys on Amazon, there’s another that looks at Amazon before buying in a store. 70% of shoppers research online before going in-store. Interestingly, gum sales are drastically down because people are browsing their phone at the checkout, rather that impulse buying.
36% are on WiFi in-store. Only 3% users have the retailers app when they walk in-store. Beacons become most interesting when the retailer works with universal apps, like loyalty. But who is the traffic controller? Not yet clear. This gives agencies and service providers like InMarket an important role to help facilitate the answer to suit the consumers of that specific brand. User preference control is vital too.
Whole Foods are doing some interesting things:
- Mobile to see product details, provenance, nutritional information, etc.
- Instacart for delivery in 1 hour, cart size is 2.5x bigger than in-store!
- ApplePay and have had great adoption
- A holistic view to communicating with individual to ensure not spammy
- For each store, about one push notification a day is the maximum before app uninstalls begin to rise
- Beer growlers to fill in-store (possibly using phone?)
The Innovator’s DNA: The Five Innovation Skills
There 3 stages of innovative product evolution: New market, sustaining, efficiency. eg. Kodak. If you just focus on efficiency, it’s just the beginning of the end. Originally the disruptor with the Brownie camera, and then became the dinosaur because they fought with Fujifilm, rather than innovating.
Innovators watch what’s interesting; they can’t help it. But they’re not necessarily born that way. It’s a learnable skill. But certainly personality traits make leadership more natural. Studies (tested through separated identical twins) have shown that 1/3 creative capacity is genetic , 2/3 is learned.
Maintain your curiosity, just like a child. As Apple put it: Think different.
Technique to try: Associational thinking.
- where? get away from your desk and for teams.
- how often? regularly and make it part of your routine. Successful innovators do it about twice as much as the rest of us.
Need to act differently too. Question everything. Challenge the status quo. Explore why something can’t be done. Ask ‘Why not?’. People who do this can be annoying because they ask questions but don’t take responsibility for finding an answer.
If you want a new answer to something you’re stuck on, ask another question. Try “Catalytic questioning”. Pick one challenge or opp. Brainstorm questions only – no answers. And no prefixed justifications. It only takes 5 minutes. Prioritise the “hot” questions. It suspends convictions and unlocks our thinking. Then get to work…
- Observing… get out into the wild as much as possible, watch and look for patterns.
- Networking… find people different to yourself, and pick their brains.
- Experimenting… small, fast, cheap. The experiments should be simple and actionable.
In the end, we are our own choices. Build yourself a good story.
Moonshots and Reality
This was a great session. But you can read all about Google X. The key takeaway for me is that they’re essentially following the same principles as Lean Startup, except that it doesn’t have to be lean because they’re thinking so big and have Google’s cash to throw around. But the bottom line is that none of us can afford not to be failing early.
mi.mu Gloves: Wearable Tech for Music Making
Check out these bad boys: http://mimu.org.uk/
Imogen Heap is behind these, but there’s now about 20 artists that are all collaborating. Ariana Grande is using them in her live show too… For the artists, it’s a new instrument and way of imagining music. Proper wearables.
The presentation was done via Google hangouts too, with 3 artists demoing via it from the UK and around the world.
Creating Meaningful Mobile Experiences
Dunkin’ Donuts is all about rituals, speed is key for consumer, so payments are more relevant. Baskin Robins is about occasions, so they launched with cake selector. The key is to focus on fixing real pain points, not advertising.
FMCG has moved away from TV first. All screens planned together, one story built around consumer. Need to stop planning based on the rear-view mirror.
And with privacy, we need to clarify the usage of data (not just the capture of data) through the opt-in process. And tread carefully.