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Post on 05-Dec-2014
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The Krebs Cycle Rocks
Love is blind
Love is Blind
Love is Blind
Love ? …. is colour blind
Hold your board in front of your eyes
Physiological Blind Spot
The Psychological Blind Spot
Most least understood part of the body
Would this make you buy more wine ?
Or this?
The Psychological Blind Spot
Only 1 in 44 stated that it was the music that made them buy the wine
Source : North, Hargreaves, McKendrick 1999
Show me how you would you open this ?
With kind permission of Richard Seymour
A father and his son are in a car accident.
The father dies at the scene and the son, badly injured, is rushed to hospital.
In the operating room, the surgeon looks at the boy and says, “I can’t operate on this boy. He is my son.”
How can this be ?
Identifying the Known Unknowns
The journey of behavioural research
Unknown Unknowns
The journey of behavioural research
Unknown Unknowns
1984 Dual ProcessingJonathan Evans
2003 System I & IIProfessor Kahneman
The journey of behavioural research
Unknown Unknowns
Known Unknowns
1984 Dual ProcessingJonathan Evans
2003 System I & IIProfessor Kahneman
Next 5 years ?
Unknown UnknownsKnown Unknowns
Known Knowns
Implicit
Research
Need to re-address the balance
More than
90% of
research has been focussed
on
less than
10% of
our decision making
#ogilvychange Behaviour Change Process
The Loft
The Dark Room
The System I Software Studio
The Intervention
Factory
The Real World Labs
Defining the Known Unknowns
Implicit AssociationApplied EthnographyCognitive Interviews
Facial CodingEyetracking
EEGFMRI
Your commitment
Let’s eliminate the psychological blind spot in our insight work & let’s invest
into implicit research to define those known
unknowns
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