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leslie harpold, round three
clicktoaddtitle.com
Steve Genco
Managing Partner
Principles of
Intuitive Marketing
How to Make Brain Science Practical
IIeX NA • Atlanta Georgia
June 16, 2014
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“More and deeper
understanding of
nonconscious drivers of
behavior”
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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If marketers really understood
the nonconscious drivers
of behavior …
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
… they would not just change
HOW THEY MEASURE marketing,
they would change HOW THEY DO
marketing
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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5 insights
about
Intuitive
Consumers
1. They don’t think a lot about what they buy
2. They don’t pay attention to advertising and marketing
3. They have weak and fragile preferences
4. They don’t accurately remember our marketing messages
5. They don’t have conscious access to their own mental states
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• They don’t think a lot about
what they buy But we focus on providing
information
Intuitive
Consumers
Traditional
Marketing
• They don’t pay attention to
advertising and marketing But we focus on attention
• They have weak and fragile
preferences But we focus on persuasion
• They don’t accurately
remember our marketing
messages
But we focus on recall
• They don’t have conscious
access to their own mental
processes
But we focus on
self-reporting
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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If you want brain science to
be more practical for
marketing …
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
… make marketing
more compatible
with brain science
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What is Intuitive Marketing?
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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• The key features of Persuasive Marketing
– Demanding people’s attention
– Asking them to engage in conscious thinking
– in order to come to a conscious conclusion
– that will later guide their conscious behavior
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
• These are all System 2 processes
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• Intuitive Marketing does not try to persuade
– It builds emotional connections through repetition
– It creates learned associations in the minds of
consumers
– It relies on automatic, nonconscious, internal
processes to do the work of converting those
associations into behavior
– It rewards attention, but does not demand it
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
• These are all System 1 processes
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Intuitive Marketing
7 Practical Tips for Marketers
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#1
Learn how and when to modulate
attention – sometimes you want to
wake it up and sometimes you
want to let it sleep
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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Attention is a
tool in the
marketers
toolkit,
not a goal
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
Leon Levinstein, “Street Scene: Man Glancing at Woman in Tee Shirt and Shorts,” 1970s
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#2
Recognize that novelty is a
liability – we’re naturally curious
and drawn to it, but we don’t
quite trust it
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
From Margaret M. Bradley. "Natural selective attention: Orienting and emotion."
Psychophysiology 46.1 (2009): 1-11.
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#3
Appreciate the power of
processing fluency – easy processing
is often mistaken for familiarity,
liking, beauty, truth and low risk
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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#4
Don’t rely on people’s stated
preferences – for the most part, we
don’t know what we’re going to do
until after we’ve done it
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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“Your
preference is a
product of your
behaviour and
not the origin
of it.”
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
− Rory Sutherland Executive Creative Director and Vice-Chairman, OgilvyOne
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#5
Don’t forget that much consumer
behavior is determined by
fast, automatic, and inaccessible
“approach-avoidance”
emotional responses
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
Video and data courtesy of Sands Research. © Sands Research. All Rights Reserved.
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#6
Accept that overt persuasion is not
the best way to change behavior
or improve business results
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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Long-term business benefits are
more likely to accrue from
nonpersuasive emotional messaging
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
Source: Les Binet and Peter Fields. The Long and the Short of It. Institute of Practitioners of Advertising (IPA). 2013
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#7
Recognize that
nonconscious contextual cues
are usually more important than
deliberative cost-benefit calculations
in driving consumer choice
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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16%
0%
84%
68%
32%
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
From Dan Ariely. Predictably irrational, revised and expanded edition:
The hidden forces that shape our decisions. HarperCollins, 2009, pp 4-6.
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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If we only use nonconscious
measures to answer traditional
Persuasive Marketing questions, like:
• Are we maximizing attention?
• Do people understand our message?
• Are we persuading them?
• Will they remember our message?
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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… we’re just digging in the wrong
place with a different shovel
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
NEW!
IMPROVED!
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2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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When marketers begin to ask new
questions, they will begin
to find new answers
• What marketing elements other than message can we use to
improve effectiveness?
• How can we increase and leverage familiarity?
• Are we maximizing processing fluency?
• Do we need to change the approach-avoidance reactions we are
triggering?
• What levers do we have to influence consumers without overt
persuasion?
• Are we effectively using decision heuristics to influence choice?
2014 © Intuitive Consumer Insights LLC. All Rights Reserved.
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Thank you!
Steve Genco
To learn more …
Read the book
Read the blog www.intuitiveconsumer.com/blog