Stephen Paton Research Innovation 2016
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Is that a wolf at the door? – Research Innova4on Stephen Paton, BEyond Research, 2016 Behavioural Economics Stephen Paton BEyond Research Australia 7 December 2016 Your Photo “Is that a wolf at the door or opportunity knocking?”
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Transcript of Stephen Paton Research Innovation 2016
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
BehaviouralEconomics
StephenPatonBEyondResearch
Australia
7December2016
YourPhoto
“Isthatawolfatthedoororopportunityknocking?”
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
BEHAVIOURALECONOMICS–Nolongertheshinynewobject
o ESOMAR best paper
in 2012
o Increasingly seen in Conferences
o Book – after book – after book
o We know the names
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
NUDGEUNITSAROUNDTHEWORLD
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
MAKINGHEADWAYINBUSINESSANDRESEARCH • 4
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
WHO’STHATAKNOCKIN’?
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
NOTHELPING
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
I’MGETTINGALITTLETIREDOF…
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
WHATWESEEKTODOISHARD
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
WEFOCUSONTHEPROCESS
WE RESPOND WITH NEW TECHNOLOGY AND NEW METHODS
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
THEREISNO1FITSOLUTION
Qualitative, Quantitative, Choice Models, Panels, Offl ine, Online, Market Research Online
Communities, Focus Groups, In-depth interviews, Ethnography, Gamification, Games,
Secondary Research…
Success comes from a combination of the right f i t
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
BEHAVIOURALECONOMICS-UNSEENPATHWAYSTHATGUIDEUS
o Biases o Heuristics o Social
Influences o Context
Influences
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
DECISION
SATISFICINGHEURISTICS
Process at 15-16 bits per second
Process at 11 MILLION bits per second
SUBCONSCIOUSLYPROCESS
CONSCIOUSLYPROCESS
SHORTCUTS
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
EVOLUTIONGUIDESUS
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
WHATSHOULDYOUDO
B.E. provides addit ional tools &
frameworks to help you
do your job
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
LIKETHISONE
EASY
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
REMEMBERTOEXPERIMENT
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
FOCUSONTHEBEHAVIOUR17
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
USETHESIMPLE
FRAMING+ANCHORING
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
BUTREMEMBERTHEREISAWHOLELOTMORE
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
ANDREMEMBERTHESEINFLUENCESAREEVERYWHERE
UNDERSTAND BIASES IMPACTING DECISION MAKING
IN YOUR ORGANISATION
AND YOU
• Availabilityheuris@cs
• Conformitybias
• Conforma@onbias
• PlanningFallacy
• Overconfidencebias
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
SODON’TLEAVETHEB.E.WOLFATTHEDOOR–INVITEHIMINSIDE
YOU NEED HIM AND HE NEEDS YOU
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
ThankYou!
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@stephengpaton
StephenPaton
Isthatawolfatthedoor?–ResearchInnova4onStephenPaton,BEyondResearch,2016
Q&A
SueYorkTheHandbookof
MobileMarketResearch
StephenPatonBeyondResearch
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