UK – The market research industry should “kill off” some traditional forms of research and more work needs to be done to help marketers understand and appreciate behavioral science, Impact 2022 conference heard from the Market Research Society.
Comments are drawn from a panel discussion featuring Tas Tasgal, Trainer, Brand and Communications Strategist and Author, Shane Hanson, Head of Insight and Innovation, Personal Care, at Panasonic Europe, and Caroline Whitehill, co-founder of Acacia Avenue. David Penn, CEO and Founder of Conquest, chaired the session.
Whitehill said behavioral economics could help “rationalize some of the etherity of creativity” and should be used to its full advantage, at the expense of more traditional versions of market research.
“There’s a lot of conventional research that should be left out – it’s not fit for purpose, as far as we know,” she said.
“Let’s eliminate focus groups as an early first intervention – it won’t give us the best results for what we want. There needs to be a bit of a drastic overhaul.
She said many research papers only recognize behavioral techniques or system one thinking – the impulsive, automatic and unthinking part of human response.
“It’s lip service, and there’s a lot to do, that’s within our reach, that could turn things around,” Whitehill said.
She added that System One’s promotion was “not about persuasion or education, it’s about commitment and showmanship, not telling”. Whitehill said, however, that these skills are not in the DNA of searchers in the same way as they are for salespeople.
Tasgal said behavioral economics has revolutionized market research and provided a more comprehensive and uniform way to look at how consumers interact with products.
“There was a very traditional way of looking at how human beings, or consumers as they were sometimes called, behaved,” he said. “It’s incredibly powerful and liberating to hear about System One and see it validated what many of us in planning, communications, research and creatives have always believed to be the case.”
However, Tasgal said the way behavioral economics and system one are explained to non-researchers needs to be improved.
“We need to frame it in a way that customers, users and search buyers, as well as information buyers, can understand the value of behavioral economics,” he said.
“Do you want to understand how human beings react to your brand? Do you understand that providing a deluge of facts will not change people’s behavior? Do you understand the power of framing? »
Hanson said there was a problem in communicating the benefits of behavioral science to non-researchers.
“System One is nowhere near where it should be in the day-to-day lingo of my marketing counterparts, and forget about management,” she said. “We’re not there yet.
“There is a lack of understanding of the value that this type of methodology gives to the company. If they understood the value, they would be there. But they’re a million miles away from adopting neuro methods.
Hanson said the industry needs to help people understand what market research brings to marketing and “educate marketers to understand the immense potential of going beyond traditional methods of marketing. market research”.
She added that this included identifying the right people at the upper management levels to engage with and “building that equity of what market research can do for marketing in the long run.”