How Perceptions of Risk Shape Brand Choice

Brand choice is about prediction.  What will the brand deliver? While a brand could deliver many things, rarely is anything certain.  Consumers know this, and where there is uncertainty it is a driver of many of their emotions during and after making a decision.   While a consumer may not always voice their choices in terms of […]

Using Insights to Build a Customer Centric Business

Becoming a customer centric business seems simple enough in principle; keep your customers at the centre of your business decision making.  What that means in practice is something else.  Among the many reasons business fail to become customer centric is that their customer understanding does reflect what drives customer behaviour.  Customer insights, however, provide a […]

Going Mobile with Market Research

Mobile devices are increasingly used to complete surveys that were traditionally completed on personal computer.  In a number of our recent general population studies the proportion of people completing a survey with a mobile device is 25% to 30% and with 69% of adults having a smartphone the proportion using their smartphone to complete a […]

Understanding and Using Consumer Behaviour Rituals in Marketing

When you think of ritual behaviour what comes to mind?  Maybe it is the ancient chants and symbolic behaviour of priests or other religious figures or maybe the quaint traditions of people in some idyllic holiday location.  Chances are you did not think of how you make tea or coffee, or how you may make your […]

Linking Service Delivery to Customer Behaviour

What drives customer retention and repeat buying? Having the
right product at the right price is definitely key in keeping your customers. However, when products are easily substituted and prices are competitive it is the service experience that can create your sustainable competitive advantage.
It is the importance of customer service experience to a company’s success […]

Improving Your Research with the EAST Framework

In a previous posting I discussed how the EAST framework, built from behavioural economics, can help diagnose compliance problems and be used to increase the number of your customers. In this post I’m going to show how I use the framework for fine tuning research design to improve response rates in both qualitative and quantitative […]

Escaping the Red Ocean

Two ice cream sellers arrive at Red Ocean Beach. Looking along the beach the strategic question is ‘where to sell?’ If one of the sellers, Phule Phat Phlavor, hat asked you for advice, where would suggest they set-up? Would you recommend them set-up at the opposite side of the beach to maximize the distance between themselves […]

Using the EAST Framework to Improve Uptake and Compliance

You have the product that you know customers will want, the price 
is right, you have distribution, and the advertising achieved that all important top quartile result. So where are all the sales? Likewise, your charity is just and your name is known but people are not making donations.
Public policy in recent years has gotten the […]

What Type Of Relationship Do You Have With Your Market?

A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation you decide to give $100 for the effort. After all spent his time and incurred costs to help you. Smart move? Surely your friend would appreciate the cash. Even economists know you’re a dill. […]

Karen Does Kano (analysis)

Watching her Wednesday night drama on TV with a glass of red in one hand, Karen noticed a new TVC for a bank she had seen recently in an emag that morning. And it got her thinking. The interest rate for the account was competitive; the better the interest rate the more interested she was. […]


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