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consumer insights

understanding

to communicate more effectively

applying 
psychological + insights into marketing and design for more effective results.

Human_brain

why behavioural economics matters: 

nudging

Small changes in design and user experience can have a big impact on consumer behaviour.

 

We incorporate subtle yet effective behavioural nudges, such as clear call-to-action buttons, simplified decision-making processes, and personalized recommendations, to guide your customers toward the desired actions.

biases

We think with our own biases and can be limited by our subconcious.

We use heuristics to help us make decisions.

 

Once we understand this, we can see beyond them and work with them to help change behaviour.

Understanding these can help businesses work with them or design to reduce them.

decision making

We all think we make decisions that are logical and well thought out, but what if that's not true?

 

Hint, it's not always true.

 

Understanding how we make decisions helps marketers craft better messages and guide the decisions of our customers through thoughtful design.

Julie Boake
One of the big lessons from behavioral economics is that we make decisions as a function of the environment that we're in.

— Dan Ariely

so, where + how do we apply
consumer insights?

Truthfully, it can be applied to anything from design to communications to ensure we enhance user experience and help guide the decisions we want people to take. 

We consider behavioural economics when it comes to communications and ensuring we are giving the right message (which may also come through testing).

 

We can apply theories of behavioural economics in strategy as well to solve challenges or re-evaluate consumers' behaviour. 

changing habits

James Clear calls it 'habit stacking' and if we want consumers to change their behaviour sometimes it can be suggesting a new habit. 

I used this insight with an automotive shop to stack tire changes with oil changes. This increased sales/transactions during tire rotation season, created a new habit for customers that was easy to adopt.  This also created a stronger relationship to their clients.

changing perception

Removing the $ symbol removes the connection to money from our mind. 

While upgrading a restaurant's positioning, we removed the $ from the menu, which encouraged more sales overall and helped ease the pain of cost as the restaurant elevated their image. 

encourage behaviour

By understanding the hierarchy of information, the colour choice, contrast and language we can encourage specific behaviours. Our tendencies, the Goldilocks effect and social influence can direct behaviour. 

This is used in website design, communications, social media and print materials to encourage customer behaviour.    

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