psych eye for the innovation guy
DESCRIPTION
3 Must-Have Psychological Insights for Successful Consumer Innovation - from eminent psychologists Daniel Kahneman, Dan Dennett and Geoffrey MillerTRANSCRIPT
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Psych Eye for the Innovation Guy3 Must-Have Innovation Insights from Consumer Psychology
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Dr Paul Marsden Consumer Psychologist
@marsattacks
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3 psychological insights for consumer innovation
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WHAT TO INNOVATE HOW TO APPEAL TO THE CONSUMER MIND
HOW TO BRAND INNOVATIONS
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Say hello to your incredible shrinking brain!(don’t panic it’s still the world’s most powerful computer)
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1.5KG 1,200CC
78% WATER 100BN NEURONS 100TR SYNAPSES
-10% SIZE VS. 20K YEARS
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Our minds evolved uniquely and exclusively to solve problems - solving problems is what minds are for
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PROBLEM RECOGNITION
INFORMATION SEARCH
ALTERNATIVE EVALUATION
CHOICE
POST-EVALUATION
East, R., Wright, M., & Vanhuele, M. (2013). Consumer behaviour: applications in marketing. Sage.
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Without problems to solve we’d probably adopt the same strategy as sea-squirts, and eat our own brains
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Dennett, D. C. (1993). Consciousness explained. Penguin UK. Chicago
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Psychologists like problems - understanding people’s problems and helping solve them keeps us in business
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Problems also keep innovators in business - without problems to solve consumer minds are closed for business
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So rather than focus on what people want, desire or say they need, focus innovation on peoples’ problems
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But not all problems are obvious, they may be private or unrecognised and it’s here psychology can help
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Using an interpretive lens, psychology reveals problems driving behaviour that are private or even unconscious
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For example, motivational psychology interprets behaviour through the lens of three ‘implicit’ core problems (‘APA’)
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ACHIEVEMENT - NO SENSE OF ACCOMPLISHMENT
POWER - NOT FEELING IN CONTROL
AFFILIATION - NO FEELING OF BELONGING
PSYCH PROBLEMS ‘THE BIG 3’
Sokolowski, Kurt, et al. "Assessing achievement, affiliation, and power motives all at once: The Multi-Motive Grid (MMG)." Journal of Personality Assessment 74.1 (2000): 126-145. APA
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Whilst evolutionary psychology interprets behaviour through the lens of fundamental ‘adaptive’ problems
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1. SELF-PROTECTION 2. DISEASE AVOIDANCE 3. AFFILIATION 4. STATUS 5. MATE ACQUISITION 6. MATE RETENTION 7. KIN CARE
7 CORE PROBLEMS
Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives for why we buy: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.
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We’re driven to solve ‘adaptive’ problems because we’re hardwired emotionally to reward such behaviour
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For instance, the appeal of luxury brands for women may lie in helping solve adaptive ‘mate-retention’ problems
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Wang, Yajin, and Vladas Griskevicius. "Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women." JCR 40.5 (2014): 834-854.
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So whilst every innovation project should begin with a ‘problem audit’ of product and activity-related problems…
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UTILITY
SAFETY
COMFORT
AESTHETICS
PROBLEM PYRAMID PROBLEM
WHY IS THIS A PROBLEM?
WHY IS THIS A PROBLEM?
WHY IS THIS A PROBLEM?
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…the use of a ‘psychological lens’ can help you prioritise problems and identify unsolved hidden problems
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1. SELF-PROTECTION 2. DISEASE AVOIDANCE 3. AFFILIATION 4. STATUS 5. MATE ACQUISITION 6. MATE RETENTION 7. KIN CARE
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So the first insight from psychology for innovation is ‘problem-primacy’ - problems matter most
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The second psychological insight is that innovations can appeal to our unconscious mind
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Problems are so important that psychologists now believe we have all evolved two problem-solving minds
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Kahneman, D. (2011). Thinking, fast and slow. Macmillan.
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There’s an associative, fast and mostly unconscious problem-solving mind (‘System 1’)
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‘SYSTEM 1’ FAST
AUTOMATIC UNCONSCIOUS
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And a conscious, slow, deliberate and reasoned problem-solving mind (‘System 2’)
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‘SYSTEM 1’ FAST
AUTOMATIC UNCONSCIOUS
‘SYSTEM 2’ SLOW
DELIBERATE REASONED
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Most problem-solving goes on below the threshold of awareness, using ‘System 1’
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Li, W., Moallem, I., Paller, K. A., & Gottfried, J. A. (2007). Subliminal smells can guide social preferences. Psychological science, 18(12), 1044-1049.
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Although we do like to post-rationalise - justifying the ‘System 1’ auto-pilot with ‘System 2’ excuses
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So the innovation opportunity is to appeal to the ‘System 1’ problem-solving mind, not the System 2 excuse machine
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‘SYSTEM 1’
‘SYSTEM 2’
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System 1 appeals are powerful because they ‘feel’ right and responses are experienced as ‘intrinsically’ motivated
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Verwijmeren, Thijs, et al. "The workings and limits of subliminal advertising: The role of habits." Journal of Consumer Psychology 21.2 (2011): 206-213.
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Fortunately, we’re beginning to understand how System 1 problem-solving works and how to appeal to it
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So here are five ways your innovation can appeal to the System 1 problem-solving mind
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First, your innovation should ‘feel’ effortless - give instant and easy gratification (present bias)
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Second, your innovation should ‘feel’ good by evoking positive associations (emotions, memories) (affect heuristic)
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Third, your innovation has to feel ‘right’ because it’s consistent with what people already do (confirmation bias)
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Fourth, your innovation should ‘feel’ familiar by building on category norms (availability heuristic)
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Fifth, your innovation should ‘feel’ empowering - giving people control over their lives (optimism bias)
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So that’s the second psychological insight for innovation - appeal to the ‘System 1’ problem-solving mind
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‘SYSTEM 1’ FAST
AUTOMATIC UNCONSCIOUS
‘SYSTEM 2’ SLOW
DELIBERATE REASONED
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Finally, let’s turn to the third psychological insight for innovation - how to brand your innovation
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Traditionally, the psychological role of branding in innovation is to reduce the perception of risk
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But in advanced consumer markets, the risk-reduction role of branding innovations often diminishes
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Instead, the utility of a brand is not what it says about the product but what it says about the user
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Miller, G. (2009). Spent: Sex, evolution, and consumer behavior. Penguin. Chicago
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People use brands for ‘impression management’ - to help manage what other people think about us
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Like a peacock tail that displays good genetic traits, we use brands to visually display our own positive traits…
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…not only to other people - allies, rivals, mates - but also to ourselves (our ‘looking glass ’)
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So how can innovations be branded to best harness their display value in impression management?
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Whilst we’re all different, psychology reveals that we all share six core personality traits ‘iOCEAN’
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Intelligence
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iOCEAN is your unique ‘trait tattoo’ made up of general intelligence & the ‘Big Five’personality dimensions
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iOCEAN TRAIT TATTOO i128-O80-C41-E63-A73-N01
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Through a psychological lens, the branding opportunity in innovation is to help people display a desired trait
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CONSCIENTIOUSNESSOPENNESS AGREEABLENESS NEUROTICISMEXTRAVERSION
BRAND PERSONALITY
Inventive/curious vs. consistent/cautious
(Mini vs. Buick?)
Careful/dependable vs. easy-going/
careless (Honda vs. Jeep?)
Outgoing/energetic vs. quiet/calm (BMW
vs. Lexus?)
Friendly/cooperative vs. formal/driven
(Acura vs. Mercedes?)
Sensitive/nervous vs. secure/confident
(Volvo vs. Porsche?)
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By helping people display a core personality trait, you’ll be branding your innovation with deep psychological appeal
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So that’s it, three top insights from a consumer psychologist for driving your next innovation success
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1. PROBLEM PRIMACY 2. SYSTEM 1 APPEAL 3. TRAIT TATTOOS
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For more practical marketing psychology digitalintelligencetoday.com
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Dr Paul Marsden Consumer Psychologist
@marsattacks