Marketing guided by behavioral science
- Is your communication being noticed?
- Are you pressing the right buttons to nudge the consumer to your brand?
- Are you leveraging the heuristics consumers use to make the choice?
- Do you have the right choice architecture to change the consumer behavior?
Marketing is all about trying to change consumer behavior. Behavioral sciences, including behavioral economics, offer a comprehensive perspective as well as a powerful toolkit to address marketing issues. Behavioral science is not just about a few interesting ideas from a handful of books from Nobel Prize winners. When applied to marketing, it is a whole new way of looking at consumer behavior and developing powerful strategies to nudge the consumers to your brand.
Using behavioral economics, evolutionary psychology and neuroscience to nudge the consumer to your brand
We bring in the full power of behavioral sciences (including behavioral economics, evolutionary psychology, decision science and neuroscience) to analyze consumer behavior and develop nudges, which move them in the desired manner.
We go much beyond behavioral economics and System 1. We acknowledge that System 1 often rules the roost, but we have also learned that the consumer is willing to engage System 2 if he or she feels a need to do so.
If you are the market leader it suits you to develop your strategy and communication to let the consumer intuitively continue to pick up your brand (hand loyalty) but if you are the challenger, System 2 could be your friend. It may benefit you to shake the consumer out of her System 1 routine, to get her to pay attention to your offer.
System 2 does not necessarily mean that the consumer uses an Excel sheet to tally the good and bad points of all the options before her! Consumers often use the “satisficing” model even for important decisions. “Satisfcing” is more in consonance with the practicality of cognitive limitations and choice process.
Our solutions include:
A behavioral sciences approach to assess how behaviorally informed are your marketing strategy and tactics. Do you have the optimal choice architecture to nudge the consumer to your brand? Is your offer appropriately framed? Are you exploiting the best priming opportunities? Is your brand rightly anchored?
A behavioral sciences based approach to assess and develop your branding. How is your brand’s “availability” in the consumer mind in different contexts? What is the character of this “availability”? What is your brand’s match with the key “representatives” of the category?