Elina Halonen, The Irrational Agency, UK Festival of NewMR 2012 - Main Stage - Session 5 A Presenta*on from The Fes*val of NewMR – Main Stage 5 December 2012 The Quick and the Dead A manifesto for change in the market research industry All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org Elina Halonen The Irra:onal Agency
1. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 APresenta*onfrom
TheFes*valofNewMRMainStage 5December2012 The Quick and the Dead A
manifesto for change in the market research industry
AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial
Formoreinforma:onaboutNewMReventsvisitNewMR.org ElinaHalonen
TheIrra:onalAgency
2. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Take your consumers to a shrink
Profiling consumer motivation for influencing their behaviour Elina
Halonen | The Irrational Agency
3. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Once upon a time the results of a
research project are wildly different from a project conducted by
another agency for the client youve felt confident about your
recommendations to a client (internal or external), yet
implementation falls short of expectations Seem familiar?
4. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Our job as researchers is to
understand consumers and help our clients to influence their
behaviour We know consumers are not all the same so we get under
their skin by using Are we missing something? demographic,
socioeconomic psychographic measures Were often still left guessing
how to influence their behaviour, and predict their reactions to
marketers attempts to persuade them
5. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 So, what do we do? We measure things
that we think are important factors in the consumers decision
making attitudes values tastes Important! We still assume the way
in which consumers make decisions is the same but is it? 20 years
of consumer psychology research suggests that there are significant
individual differences when it comes to the way in which we make
purchase decisions
6. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Ok, so what do we need to do? To
persuade consumers we need to understand their deeper goals and
motivations Discovering these deeper needs will help us understand
how much information consumers seek before a purchase how they
interpret the information they find, and what types of marketing
tactics are likely to be most effective It helps us uncover the
most effective triggers for influencing their behaviour These are
characteristics of the way in which they make decisions, regardless
of category or product, and consistent with the way in which they
act in all their decisions.
7. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 And why do we need to understand
this? When consumers are making a purchase decision, they select a
decision strategy based on what best meets their personal goals for
that situation, guided by individual motivational traits Affects
how much they think about the purchase how they think about it how
confident they need to feel with their decision how they use the
information available to them In other words how much/in what ways
they think about products/ marketing messages how they use
cues/arguments in their decision making how marketers can influence
purchase decisions
8. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Four motivational traits drive
decisions Need for cognition 1 Need for cognitive closure 2 Need
for affect 3 Need for uniqueness 4 How much you enjoy thinking How
quickly you want to make a decision How much emotion you want to
experience How unique you need to feel
9. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Thinking is my idea of fun Need for
cognition 1 How much you enjoy thinking How it affects purchase
behaviour High NFC consumers more likely to carefully consider
their purchases and less swayed by heuristic cues like celebrity
endorsement in advertising more likely to base attitudes on
evaluation of product attributes Low NFC consumers more sensitive
to the mere presence of a promotion without carefully considering
the actual discount positive effects on value perceptions and
shopping intentions Humorous advertising generates more favourable
responses from low NFC
10. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 I cant wait to decide! Need for
cognitive closure 2 How quickly you want to make a decision How it
affects purchase behaviour High NFCL consumers want to make a
decision quickly and limit their information search rely more on
heuristics and tangible benefits to make a decision (e.g.
stereotypical judgments based on country of origin of product) High
NFCL prefer well-known brands confidence in their decision Price is
a stronger quality cue for high NFCL consumers
11. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Im just not feeling it Need for
affect 3 How much emotion you want to feel How it affects purchase
behaviour High NFA consumers will be more affected by emotional
advertising they want to experience strong emotional states
Consumers high in NFA prefer visual information over verbal
information More likely to have extreme attitudes, impulse
shopping, preference for brand names with strong emotional
cues
12. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Im different, just like everyone
else. Need for uniqueness 4 How unique you need to feel How it
affects purchase behaviour Tendency to pursue uniqueness through
consumption Desire for scarce, innovative and customised products
High NFU consumers more likely to make unconventional choices
Opinion leadership, market mavenism
13. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 How do we use this? Established and
scientifically validated scales available in the academic
literature Scales can be used for profiling in segmentations,
U&As, ad testing etc. predicting consumer reactions to
marketing activities more accurately recruitment screeners to avoid
psychologically biased samples or ensure specific target audiences
achieving a higher level of consistency over projects
14. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 On reflection Current ways of
profiling consumers are not enough to accurately measure and
predict their reactions to marketing actions We need to uncover
consumers deeper needs and goals crucial for us as researchers and
especially for our clients to understand if we want to figure out
the most effective triggers to influence their behaviour
Motivational profiling adds a deeper layer of understanding of
consumers needs in addition to demographic and psychographic
measures helps us predict more accurately how different groups of
consumers will react to marketing activities such as advertising
and pricing, and provide genuinely actionable recommendations for
our clients.
15. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Thank you! Elina Halonen
16. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Q & A LeonardMurphy Greenbook
ElinaHalonen TheIrra:onalAgency
17. Elina Halonen, The Irrational Agency, UK Festival of NewMR
2012 - Main Stage - Session 5 Elina Halonen Company website @
http://www.theirrationalagency.com Read The Irrational Agency blog
@ http://theirrationalagency.wordpress.com Follow IA tweets at @
http://twitter.com/irrationalagcy Connect with Elina on LinkedIn @
http://uk.linkedin.com/in/elina.halonen