Eaon Pritchard Behavioural Science Sputnik Agency @eaonp

Hello.

Good  morning  Sydney  –  anecdote  about  first  thing  I  knew  about  Australia  as  a  kid  was  the  men;on  of  Narabeen  Beach  in  Surfin  USA  –  back  in  70s  we  oBen  learned  about  stuff  first  from  popular  culture    

CHINDOGU

Something  I  learned  about  this  year….  

UN-USELESS

Is  a  lot  of  what  we  churn  out  in  digital  marke;ng  like  this?  Kinda  works  a  bit  but  mostly  un-­‐useless….  

Some  lessons  we  s;ll  haven’t  properly  learned  from  back  in  1999…  

unless  you  include  "recep;ve",  you're  was;ng  your  ;me…  HT  @johndodds  

Good  grief  

THE TECHNOLOGY ALWAYS COMES FIRST…

Redundant  tech…then  DJ  Pierre  found  one  in  a  bargain  bin  in  1986  

A  genre  was  born  

THE TECHNOLOGY ALWAYS COMES FIRST…

THE TECHNOLOGY GETS

ADOPTED BY PEOPLE

MARKETERS PILE IN AND SPOIL EVERYTHING

THE TEXAS SHARPSHOOTER

FALLACY

See  h[p://eaonpritchard.blogspot.com.au/2012/12/the-­‐facebook-­‐texas-­‐sharpshooter-­‐fallacy.html  

See  h[p://eaonpritchard.blogspot.com.au/2012/12/the-­‐facebook-­‐texas-­‐sharpshooter-­‐fallacy.html  

BEHAVIOUR

COPYING INDEPENDENT CHOICE

FEW CHOICES

MANY CHOICES

Considered choice

Guesswork

Copying Experts

Copying Peers

WHAT KIND OF THING?

thx  @herdmeister  

Don’t  drink  and  drive?  Bit  of  behavioural  economics/nudgey-­‐ness  

PERSPICACITY

Blackadder:  There  was  one  ;ny  flaw  in  the  plan.    Baldrick:  what  was  that?    Blackadder:  It  was  bollocks.      

The  standard  economic  analysis  assumes  that  humans  are  ra;onal  cost-­‐minimising  and  socially  isolated  individuals  with  stable  preferences  This  is  also  bollocks.      

We all… Use ‘rules of thumb’ (heuristics) Are heavily influenced by what we think/see others doing (norms) Are influenced by how choices are presented (framing)

Bat  and  ball  

Daniel  Kahneman  Bat  and  Ball  test      

We  know  she’s  angry  automa;cally      

23 x 17 = 391

But  we  have  to  think  to  do  this      

Even  judges  are  fallible  HT  @brainjuicer      

You’re  more  likely  to  get  a  lenient  sentence  if  the  judge  sees  you  aBer  a  coffee  break      

Mostly  system  2  a[ributes…hmm      

2012  greatest  hits  –  Julia’s  emo;onal  rant  against  Tont  Abbot’s  sexism      

P&G  ‘best  job  in  the  world’      

Nike      

Naked  –  Steal  Banksy  for  Art  Series  Hotels      

Dumb  ways  to  die      

Is  it  ;me  to  stop  talking  about  the  death  of  brand  adver;sing?      

A  phenomenon…see  h[p://eaonpritchard.blogspot.com.au/2012/11/thats-­‐entertainment.html      

MOMENTUM

Word  of  the  year…  

Kickstarter  –  great  example  of  momentum  HT  @johndodds…  

MOBILE?

Mobile  now  less  about  tech  –  it’s  a  behaviour…  Anecdote:  Hillsborough  cover  up  couldn’t  happen  today  now  we  all  have  the  power  to  report  

2013  –  which  bubble  might  burst?  

BIG DATA?

Big  data?  Big  bollocks  more  like?  We  s;ll  need  human  interven;on  And  the  way  even  small  data  is  presented  triggers  biases  such  as  anchoring.  More  is  not  be[er,  in  fact  it’s  harder  to  find  the  insights.  

Joe  Pyne  –  Frank,  does  that  long  hair  mean  you  are  a  girl?  Frank  –  Does  your  wooden  leg  mean  you  are  a  table.  *Anchoring  

V Nate  Siver  –  used  stats  to  prdict  US  elec;on  pre[y  accurately  Students  with  no  data  also  did  pre[y  good  just  by  looking  at  faces  

Big  data  is  the  new  oil?  Maybe  the  new    cocaine  –  go  easy  –  once  you  pop  you  can’t  stop  

Cookies,  tracking,  retarge;ng?  Or  emo;onal,  valuable  experiences  that  people  want  to  be  involved  in?  

Last  word  from  Paul…  

Eaon Pritchard Behavioural Science Sputnik Agency @eaonp

Feliz Navidad.

Thanks  and  Merry  Christmas…