Tag Archives: habits

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.

How to Build Habit-Forming Products in Four Steps

Can New Model Help Get Respondents Hooked on Research?

By Marc Dresner, IIR
Email, Facebook, Twitter’most of
us engage in one or more of these and other, similar types of pursuits every
day, usually many times a day, without fail and typically without being
prompted to do so.
Some of these activities we can justify.
Maybe not Angry Birds, but we all
need email, right? Our jobs demand it.
Even on vacation’with autoreply’when
all projects and accounts are in safe hands and you’ve dotted all the i’s and
crossed all the t’s before walking out the door’
Let’s be honest: Do you tell your
colleagues not to email you while you’re away on vacation or is it usually the
other way around?
My boss once threatened me with
an additional week of vacation if I emailed
her again from whatever beach I was suffering on.
And I’m not even a workaholic.

Sometimes, it’s not a
matter of choice; it’s an inescapable compulsion.

Deprivation studies show that separating someone from their smartphone for just one day produces intense anxiety

Indeed, deprivation studies show time
and again that when separated from one’s favorite device’usually a smartphone’for
even just a single day, people frequently experience intense anxiety.

Nir Eyal refers to the apps and
such to which we as a society seem increasingly tethered as ‘habit-forming
technologies.’

‘These
products somehow draw us to use them’It’s unprompted engagement.’
Nir Eyal

‘These products
somehow draw us to use them,’ said Eyal. ‘It’s unprompted engagement. They
don’t necessarily say, ‘Hey, come open this app,’ and yet we still take out our
phone and do it anyway.’

In
short, a ‘habit’ occurs with some regularity and usually with little or no
conscious thought.
And in his new book, ‘Hooked: How to Build Habit-Forming Products,’ Eyal explores the how and why behind this
behavior and introduces a model for developing products that cultivate it.

The
pattern that habit-forming technologies take time and again is a four-step
process: the ‘Hook Model’

‘The
process, the pattern that we see habit-forming technologies take time and time
again is a four-step process I call the ‘Hook Model,” Eyal told The Research Insighter.

‘The Hook Model is very
simply an approach to connect your user’s problem to your solution with enough
frequency to form a habit,’ he added.

How
could the Hook Model be applied to increase research response and cooperation?

While
this should appeal to anyone in product development for obvious reasons, geek
that I am, I couldn’t help but wonder how the Hook Model might be applied to increase
research response and cooperation.

To what
extent do we see Hook Model principles effectively used in some of our more
engaged panels and research communities?
Can
these principles be introduced with minimal risk of biasing sample?
In this
interview with The Research Insighter‘the official podcast series of the Future of Consumer Intelligence conference’we’ll review:
‘ The four-step
process for getting someone ‘hooked’
‘ The
roles frequency and perceived utility play
‘ How
to increase the habit-forming potential of a product or service, and much more’

Editor’s note: Nir Eyal will present ‘Designing Habit-Forming Technology‘ at The Future of Consumer Intelligence conference taking
place May 19-21 in Universal City, CA.

As a loyal reader of this blog you will SAVE 15% on your registration to attend The Future of Consumer Intelligence when you use code FOCI14BLOG today!

For more information or to
register, please visit www.futureofconsumerintel.com 

Want to hear more from Nir Eyal? Check out his blog: NirAndFar.com.
Marc Dresner

ABOUT THE INTERVIEWER 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.