habit summit 2015 - roger dooley
TRANSCRIPT
#HabitSummit
@rogerdooley
“Then a friend sent me a link to College Confidential.
Frank, graphic and deeply addictive, it feels like a cross between college admissions, porn and heroin. Check it out at your own risk. “
“She might as well have sent crack.
I was hooked. “
NOT
ME!
Daniel Kahneman
System 1 System 2
Right/Left Brain?
Emotion
Art
Non-conscious
Creativity
Right/Left Brain?
Speech
Logic
Conscious
Math
Reality: It’s Complicated
5% Conscious
95% Non-conscious
How much of the brain are you
designing for?
#HabitSummit @rogerdooley
The
Persuasion
Slide ™
#HabitSummit @rogerdooley
Gravity
-
Motivation
First a Nudge
Angle = Motivation
Conscious
&
Non-conscious
Friction
#HabitSummit @rogerdooley
The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model
The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model
The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model
How can we know what’s going
on here?
#HabitSummit @rogerdooley
Surveys & Focus Groups
Why did you buy that?
• It tastes better!
• I like the smell!
Neuromarketinga.k.a.
Consumer Neurosciencea.k.a.
Decision Science
Brain
Psychology & Social Science
ResponseStimulus
Neuroscience
EconomicsNeurosciencePsychology
NeuroeconomicsNeuropsychology
Neuromarketing
Biometrics
Future of
Biometrics?
Facial
Coding
40%
Positive
Emotion
70%
Positive
Emotion
Sensory
Logic
Web/App-based
Try a face reading demo:
rgr.cc/1xL7khv(redirects to:
https://labs.affectiva.com/superbowl/affdexweb.html)
Implicit & Timed Testing
Implicit Association &
Latency Response
?
Implicit Association &
Latency Response
547 msec
There’s an
app for that!
Try an implicit association test:
rgr.cc/w82nR9 (redirects to:
https://implicit.harvard.edu/implicit/demo/ )
Latency Response
Forbes Consulting: Mindsight
Quick! This brand makes you feel…
(Concept only, NOT actual Mindsight images)
Caution: science still emerging
New Study
Predicting ad success
1. fMRI
2. Traditonal surveys
3. EEG, Biometrics, Implicit, Eye
tracking
Study “clearly
demonstrates the
potential of
neurophysiological
measures” to
predict ad success.
Academic
Respect
-
Credible
Data
Scalability
Lower Cost
If you remember just
one thing …
Change is constant and
accelerating…
Communication
50 Years
Media
50 Years
Mobile!
Big Data!
Social
Media!
Our Brains
NO Change in 50,000 Years!
Habits are in your
your customer’s brain
- design for how the
brain really works!
#HabitSummit @rogerdooley
