Tag Archives: Charles Duhigg

Live from #TMRE14: Disrupt Habit

Award-winning New York Times reporter Charles Duhigg took us at TMRE 2014 today to the edge of scientific discoveries that explain why habits exist & how they can be changed.

About 45% of what we do daily is habit, according to a study done. Your brain almost goes to sleep when going through pattern behavior.

The Habit Loop:
Cue
Routine
Reward

Some habits seem to matter more than others – keystone habits.

These keystone habits actually affect other behaviors, people who work out regularly, influences people to eat healthier the day they exercise, procrastinate less, and use their credit card less.

P&G created a Febreeze Habit Loop by adding a pleasing scent to reward cleaners and integrate a sensory pleasure into the habit of cleaning up. Sales explode!

Lesson: Make sure the reward is actually rewarding, deeply and meaningfully to the person rather than abstractly.

Lesson: The most powerful rewards contain emotions.

The Latte Method involves:

‘We Listen to the customer, Acknowledge their complaint, Take action by solving the problem, Thank them, and then Explain why the problem occurred.” – Starbucks’ Employee Training System

How to seize and/or disrupt habit:

  • Know your keystone habits
  • Build in rewards with emotions

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Insights without impact are worthless

As market researchers, we realize it’s no longer enough to study the choices that people make; far more important is to understand how and why they make them.

The effects of psychological, social, cognitive and emotional factors on the decisions of consumers are limitless, let alone the impact of social media and technologies.

TMRE 2014 presents you with the most breakthrough applications of insights first, see for yourself, download the brochure.

Disrupt Habit

Charles Duhigg, Author, The Power of Habit 
In this session, Charles Duhigg will explore the science of habit formation, illustrating why we do what we do and how we can change it.

Duhigg explains why the most powerful habits have emotional cores, and how tweaking even one habit can have staggering effects. Duhigg draws from a number of current case studies. 

Harnessing Influence 

Itamar Simonson, Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University and Author, Absolute Value 
How people buy things has changed profoundly yet the fundamental thinking about consumer decision making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior.

In this provocative session, Stanford professor Itamar Simonson shows why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Counter to what we frequently hear, consumers will (on average) make better choices and act more rationally.

See all the TMRE 2014 Keynotes here.
Plus, an entire Track Dedicated to Consumer Psychology & Behavioral Economics

‘ The Behavioral Economics of Creativity| FCB Chicago
‘ How to Extend Your Brand With Implicit Consumer Insights | Sentient Decision Science & Pepsi
‘ Behavioral Economics in Action: A Corporate Wellness Case Study | Lockton Dunning Benefits
‘ Insights Lead to Income: Understanding Motivators Among Hispanics to Drive Increased Sales | Univision Communications

Download the brochure to see full session descriptions.

Insights without impact are worthless. Focus on the business value of insights at TMRE 2014 and hear from more than 150 leaders from inside and outside the industry; learn something new including ways you can apply similar thinking to drive your success and become a true catalyst for impact in Market Research.