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05614 Adcock Solutions Guide 04.Indd Inside the mind of the consumer A guide to discovering what consumers really want Discover what consumers really want 2 A word from Phillip I love consumer psychology and behavioural science. Understanding the minds of consumers and shoppers has been my career for 25 years: It’s my passion. Throughout my career two questions the consumer mind. Inside the mind have always intrigued me: of the consumer is a straightforward reference guide to help you better • What do consumers really want? align your brand and business with • Why, when the answers are the mind of the consumer. Packed identified do so many brands with insights, advice and practical fail to deliver? tips, you can either read it all or just tap into the bits that interest you. With the consumer being the lifeblood of so many businesses, Between us, let’s make it better: we all know that we have to delight Better for our brands, better for them. But what do they really want? our businesses and better for How do we implicitly and the consumer. emotionally form meaningful affiliations with them? How can we improve our businesses to make a real difference for consumers? The answer lies in applying consumer psychology and Phillip Adcock behavioural science. In this guide Psychology & Behaviour I’ll explain some critical aspects of Change Consultant 3 Marginal gains When it comes to At the 2004 Olympic Games Great making things better, Britain won two cycling gold medals, their best performance since 1908. it’s not so much about Under Brailsford’s leadership, doing 1 thing much the cycling team continued to better, but more about improve, winning multiple world taking 100 things and championships in road, track, making each of them BMX and Mountain bike racing. Great Britain led the cycling medal a tiny bit better. table at the 2008 and 2012 Olympic Games, winning eight golds at both, This is precisely what happened while British cyclists won 59 World with the British cycling team, thanks Championships across different largely to Dave Brailsford and the disciplines from 2003 to 2013. theory of marginal gains. You can apply precisely the “The whole principle came from same thinking to brand and retail performance. It’s time you go the idea that if you broke down beyond looking at traditional everything you could think of performance metrics such as that goes into riding a bike, and share of market and year on year then improved it by 1%, you will differences. A marginal gains get a significant increase when based approach focusses on you put them all together.” a more holistic strategy, embracing Dave Brailsford (2012) such aspects as shopper and consumer psychology. 4 Lets begin Finding what’s what Evolution Page 7 Social proof Attention Page 21 Page 8 Att ra Loyalty ct Looking or seeing Page 20 Page 9 y u B Numbers Instinct Page 19 Page 11 L A E P Cognitive biases E P Emotion N A Page 17 G Page 12 A GE Processing fluency System 1, System 2 Page 16 Page 13 Rational choice Page 15 5 Attract Our brains only consciously respond to 5% of the visual stimuli they receive. The rest is filtered and then discarded. 6 Attract Evolution “Consumers are hardwired hypothalamus: A small region by four basic, primal drives located at the base of the Take action brain. While it’s very small, (instincts). That means the hypothalamus plays a You need to align your brand we are evolutionarily crucial role in many important with at least one of the four driven by four Motivations: functions, including: Fs. Do you help consumers fight off something, do you Fight, Flee, Feed, • Releasing hormones help them escape danger? Fornicate. We Adopt • Regulating body temperature Does your brand satisfy a brands and buy products • Maintaining daily basic human need such as primarily because they physiological cycles hunger or thirst or will your brand increase chances of meet at least one of • Controlling appetite sexual activity? these motivations.” • Managing of sexual behaviour • Regulating emotional responses When you align with the four The science Fs, consumers will naturally prefer your brand to those of These Four Fs are regulated by the completion. Why? a part of the brain called the Because evolution has seen to it that the four Fs stimulate the mind 3,000 times faster than rational thought and are 24X more persuasive. 7 Attract Attention “Attention could be The science Take action described as a spotlight The ability to pay attention to that focuses an important things, and to ignore the Does your brand have individual’s awareness rest, helped early humans survive a strategy for grabbing on a particular aspect and evolve. Now, it’s a skill that attention? Here are a small number of proven tactics of their environment. can help consumers make better choices, both in terms of what they to use as you vie for the The honk of a horn buy and what they consume. attention of shoppers might alert us about an and consumers: Studies have demonstrated that oncoming car. The blaring attention is limited in terms of both Physical need. When we’re noise of a smoke alarm capacity and duration. And since hungry and we see food, might warn you that the attention is a limited resource, we we pay attention. casserole you put in the have to be selective about what we Emotion. If something oven is burning.” decide to focus on. Being selective evokes emotion in us, in what we attend to is a process it has our attention. As consumers each of our five that often occurs so quickly that Novelty. The brain pays more senses are constantly being we don’t even notice that we have attention to new things in bombarded by stimuli. In order for ignored certain stimuli in favour the environment. your brand to succeed, you must of others. Contrast. We pay more know how to cut through and attention to things that generate meaningful attention. contrast with other things. Humanity. As a species, we pay more attention to other humans than just about anything else. 8 Attract Looking or seeing “Looking and Seeing both The science Take action involve using the eyes ‘Looking’ is derived from the and sense of sight, but word ‘look’ which is defined in It’s one thing to get shoppers upon closer examination dictionaries as turning one’s eyes and consumers to look at what makes one different toward any object. This describes a your brand, but another to get them to really see it. Here are from the other? ‘Looking’ physical movement of an individual such as ‘Phillip is looking at a can some initial considerations to is turning one’s eyes to of cola.’ Any person can tell what turn looking into seeing. a certain brand while Phillip is doing based on his action. Firstly, consider these If we substitute looking for seeing ‘seeing’ is the perception questions: Why should of a brand or how someone ‘Seeing’ is taken from the word ‘see’ shoppers and consumers determines what he or she which dictionaries describe as to look at your brand? And, What is looking at.” perceive something. Perception do you want them to see? is the process of recognition or Why do people consume your relating what the eyes see with brand? And why is that? And previous knowledge. ‘Phillip is why is that (See evolution seeing a can of Coke’ means Phillip earlier) – Make emotional is mentalising what the aluminium connections with consumers. tube with red and white writing on it How much of a consumption means to him. occasion does the sight of your brand convey? – In summary, ‘Looking’ is turning Develop an occasions based one’s eyes to a certain object while communication strategy. ‘seeing’ is the perception of an Images before words – As a object or how a person determines species, we mentally process what he is looking at. images significantly faster than words – If you can say it with an image, do so. 9 Appeal Emotions are 3,000 times faster and 24 times more persuasive than rational thought. 10 Appeal Instinct “Instinct: A natural or The science Take action inherent impulse or Instinct is a term used to describe behaviour; the capacity a set of behaviours that are both How instinctive is it for people of an animal to complete unlearned and set in motion as to buy and use your brand? a complex behaviour the result of some environmental In other words, can you make it less mentally taxing for automatically, without trigger. Instincts are also related to motivation since they can occur shoppers and consumers? intermediate conscious in response to a person’s need to If you came across your awareness. satisfy some innate internal drive brand for the first time, what tied to the four Fs: Fight, Flee, would you think, if anything? Feed, Fornicate Could you make your Is it obvious what it is? Is it brand easier to buy and In the world of brands, consumers blindingly apparent what it use? Instinct is defined try them, adopt them and they does? Does your brand have a as the way shoppers and almost become instinctive: ‘We clear point of difference, that always buy XXXX’. Shoppers and has instinctive connotations? consumers naturally consumers have more choice than If shoppers and consumers react or behave, without ever before, so the importance of need to think twice, then having to think or learn becoming an instinctive choice you’ve introduced mental can’t be understated. about it. Every additional friction, and this is the enemy information point, design of instinct.
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