John Kearon of brainjuicer says he is going to distill Daniel Kahnemann's work on system 1 and system 2 thinking (Thinking Fast and Slow) and its application to #MRX.
"We think much less than we think we think."
We use our system 2 thinking mostly to rationalize the decisions made with system 1. Proof offered: more car advertising is read after the purchase. (Really?)
"Thinking is to humans what swimming is to cats. We can do it if we have to."
Three key areas to think about from behavioural science:
Environmental: how things are framed. The example used was estimating the age of Mahatma Ghandi's death. If you start from 66 and count up, you estimate lower than if you start from 90 and count down. Rolls Royce sells hardly any cars from their showroom. They sell more at boat shows. Because when you are looking at expensive luxury yachts, their cars seem cheap.
"The whole of quantitative marketing research is a system 2 edifice."
Social: We should be called homo mimicus, the copying one. He cites Crocs as sure evidence. Wisdom of crowds are better estimators of what other people will do than we are at predicting our own behaviour. Predictive markets in elections are more accurate than polls for predicting British elections.
Personal: How we feel dictates what we do. Feel nothing, do nothing. Feel lots, buy lots. Famous advertising that creates the biggest commercial return works ... by creating overwhelming emotion. Message triggers system 2, and it undermines system 1. We don't feel as much. The more we can make people feel, the bigger the commercial return.
According to John, no one has all the answers. But we are at a moment in market research history where we can try new things. His suggestion: run a deprivation study with your own tracking study for a year, and redeploy the money to try new things.
[Observation: We still need a better mic solution in large rooms. The football mic to toss during the Q+A period. Maybe the drop-down robotic mic hooked to the ceiling. Perhaps the drone mic, that will fly to the questioner. Because the current system clearly does not work.]
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