Valla roth behavioural economics - 2012

A
Presenta*on
from
The
NewMR
Behaviour

Economics
Event

19
April
2012

Measuring
the
Power
of
Social
Inﬂuence
at
the
Shelf

Valla
Roth,
Decision
Insight

Event
sponsored
by
Greenbook

All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material

For
more
informa>on
about
Greenbook
visit
www.greenbookblog.org

For
more
informa>on
about
NewMR
events
visit
newmr.org

Speaker: Valla Roth, Decision Insight, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Valla Roth
Director of Communications
Decision Insight
Measuring the Power
of Social Influence
at the Shelf
April 19, 2012
ShopperIQTM
Measure the impact of shopper
decisions where they happen

Our World is Changing

The Power of Social Media
“I thought I had no power
when I started my blog, but I
still wanted to make a
difference in my own quiet
way.
I had no idea it would create
an uproar…discovering that
school lunch reform is vital.”
- Sarah Wu, a.k.a. Mrs. Q

The Power of Friends
Carolyn Everson
VP Global Marketing
Facebook
“We at Facebook believe that
everything is better with your
friends. This is just as true when
you’re making purchase
decisions as when you decide
what you want to wear or where
you want to go to eat. People
listen to their friends about what
they should buy.”
- Shopper Marketing, 9/11 issue

Social Marketing Works
6.7%
6.3%
7.2%
All Categories Food and
Beverage
Personal Care
Sales Lift
Source: SymphonyIRI and Bzz Agent Study 2012

Funda
mental
?

How Do We Decide?
?

The Field is Growing

ü  We could be more certain of how
shoppers make decisions...
ü  AND translate that knowledge
across multiple situations…
ü  Identifying universal key
Shopper Marketing principles to
influence shopping behavior in
our favor.
Wouldn’t it be Great if…

compliance

Can We Replicate These
Behaviors? In Store?

The Research: Message Types
BENEFIT
SOCIAL
INFLUENCE
VS

Our Research Experiment…

Participants enter a virtual store… where they shop as they would in real
life, interacting with shelf variations.
Respondents scroll through the aisle to
view different products…
and click on items to pick them up, learn
more, return to shelf, or select to purchase.
1 2
3 4
Virtual Shopping: How it Works

Dish Soap & Pasta
Featured Products: $2-3

Dish Soap & Pasta: Message Types
BENEFIT
SOCIAL
INFLUENCE
VS
17
Release Restricted ©
Decision Insight, Inc. 2011

Dish Soap & Pasta
No differences between SOCIAL and BENEFIT Messages

Measuring What They Say vs. What They Do
2 OUT OF 3 SAID
THEY PREFER THE
BENEFIT MESSAGE

YET WHEN THEY
SHOPPED, SALES
WITH THE BENEFITS
MESSAGE SHOWED
NO LIFT OVERALL

Razors

Razors: Message Types
BENEFIT

SOCIAL

INFLUENCE
VS

21

“In
general,
when
we
are
unsure
of

ourselves,
when
the
situa&on
is
unclear
or

uncertainty
reigns,
we
are
most
likely
to

look
to
and
accept
the
acAons
of
others
as

correct.”

-‐
Robert
Cialdini,
Ph.D.

Regarding both INTENT TO BUY and APPEAL,
the BENEFIT messaging resonates with GILLETTE USERS while the SOCIAL
INFLUENCE message resonates with GILLETTE NON-USERS.
Razors

Social Influence Messaging
Enhances Brand Perceptions
33%
67%
42%
80%
Is the market leader
Made by a trusted brand
Social Influence Message Impact of
Gillette Brand Perceptions
Among Non-Users
SOCIAL INFLUENCE
SOCIAL
INFLUENCE
BENEFIT
BENEFIT
24

A Little Experiment…
Marketing Objectives
ü Attract Non-Users
ü Grow the category
Message Type
ü Social Influence
25

Understanding Social Influence

We’ve Started the Journey
Moving
Forward
27

Q & A
Valla Roth
Decision Insight
Lenny Murphy
Greenbook

Thank you!
Valla Roth
Director of Communications
Decision Insight
VallaR@DecisionInsight.com
816-221-0445
ShopperIQTM
Measure the impact of shopper
decisions where they happen

About Decision Insight
As a leader and innovator in Shopper Marketing and Category
Management research, Decision Insight builds and leverages
virtual environments to help understand the impact of these
strategies where the ultimate decision is made: in the store.
Our suite of ShopperIQ™ research solutions predict the
impact of in-store strategies by creating the appropriate
context to test alternatives, understand the whys behind them,
and optimize their communication – providing significant cost
and timing advantages over testing in stores. Our virtual
shopping results correlate to in-market data at .90 or better.
Learn more at: www.decisioninsight.com
For more information or to request a demo:
leslie@decisioninsight.com or 816-221-0445 x215
ShopperIQTM
Measure the impact of
shopper decisions
where they happen
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