What is that knocking? A step into the future or one step closer to obsolescence? In this information heavy, attention light world, Market Research professionals cannot afford to stand still. We need to understand which of the ever increasing new technologies and methodologies we need to embrace while we struggle with the increasing demands of today’s fast paced world. Where does Behavioral Economics fit? Is it a threat? A Distraction? Or is there something here to embrace to provide increased value to our end clients? After more than 20 years as a client-side researcher, Stephen will discuss the role of BE in a researchers world, and how his experience in embracing BE to drive better research results could assist you too and add BE to your toolkit.

1. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
Behavioural Economics
Stephen Paton
BEyond Research
Australia
7 December 2016
Your
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“Is that a wolf at the door or
opportunity knocking?”

2. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
BEHAVIOURAL ECONOMICS
– No longer the shiny new object
o ESOMAR best paper
in 2012
o Increasingly seen in
Conferences
o Book – after book –
after book
o We know the names

3. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
NUDGE UNITS AROUND THE WORLD

4. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
MAKING HEADWAY IN BUSINESS AND
RESEARCH

5. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
WHO’S THAT A KNOCKIN’?

6. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
NOT HELPING

7. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
I’M GETTING A LITTLE TIRED OF…

8. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
WHAT WE SEEK TO DO IS HARD

9. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
WE FOCUS ON THE PROCESS
WE RESPOND WITH NEW TECHNOLOGY
AND NEW METHODS

10. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
THERE IS NO 1 FIT SOLUTION
Qualitative, Quantitative, Choice Models, Panels,
Offline, Online, Market Research Online
Communities, Focus Groups, In-depth interviews,
Ethnography, Gamification, Games,
Secondary Research…
Success comes from a combination of the right fit

11. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
BEHAVIOURAL ECONOMICS -
UNSEEN PATHWAYS THAT GUIDE US
o Biases
o Heuristics
o Social
Influences
o Context
Influences

12. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
DECISION
SATISFICING
HEURISTICS
Process at 15-16 bits per second
Process at 11 MILLION bits per second
SUBCONSCIOUSLY PROCESS
CONSCIOUSLY PROCESS
SHORTCUTS

13. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
EVOLUTION GUIDES US

14. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
WHAT SHOULD YOU DO
B.E. provides
additional tools &
frameworks to help
you
do your job

15. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
LIKE THIS ONE
EASY

16. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
REMEMBER TO EXPERIMENT

17. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
FOCUS ON THE BEHAVIOUR

18. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
USE THE SIMPLE
FRAMING +
ANCHORING

19. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
BUT REMEMBER THERE IS A
WHOLE LOT MORE

20. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
AND REMEMBER THESE INFLUENCES
ARE EVERYWHERE
UNDERSTAND
BIASES IMPACTING
DECISION MAKING
IN YOUR
ORGANISATION
AND YOU
• Availability heuris@cs
• Conformity bias
• Conforma@on bias
• Planning Fallacy
• Overconfidence bias

21. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
SO DON’T LEAVE THE B.E. WOLF
AT THE DOOR – INVITE HIM INSIDE
YOU NEED HIM AND
HE NEEDS YOU

22. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
Thank You!
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@stephengpaton
Stephen Paton
steve@beyondresearch.com.au

23. Is that a wolf at the door? – Research Innova4on
Stephen Paton, BEyond Research, 2016
Q & A
Sue York
The Handbook of
Mobile Market Research
Stephen Paton
Beyond Research
Your
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