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Copy of CB 2023 - Cases
Transcript
Consumer Behavior
How brands predict and change consumer behaviour? - Cases
Joe Arun, SJ
July, 2023
Consumer perception - Unconventional spelling
Consumer perception
- According to research from the University of Notre Dame, consumers are less likely to support uniquely spelled unfamiliar brands, compared with those that use the conventional spelling of the same word
- Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere
Contd.
- Consumers were almost 14% less likely to choose when the brand was spelled unconventionally
- The study shows there are both positives and negatives to using unique spellings, including a risk of alienating consumers
Augmented Reality (AR)
AR
- Augmented Reality combines the digital and real world together provides an opportunity for companies to create memorable and immersive experiences for consumers, who will connect with them on a more emotional level
According to PwC research, 65% of people are more influenced by experience than traditional advertising
AR - example
Augmented Reality Campaign for Walking Dead
Neurons -
Prediction of consumer behavior
AI and ML to predict consumer behavior
- Denmark-based company, Neurons, combines the power of neuroscience with machine learning (ML) to predict customer behaviors
- Behavior such as attention and focus, are predicted in seconds, helping enterprises optimize every part of their customers’ journeys, from advertising to user experience and tech
Neurons - Predictive platform
- Neurons provides a cloud-based customer prediction platform that has three key tools to predict, understand and adapt to the customer decision-making processes:
- Predict
- Explore
- Research
Predictive platform
Predict
- Predict - is a cloud-based attention prediction AI that automatically produces validated heatmaps and cognitive scores to predict customer responses
- Its insights help test and decide what creatives would perform the best or which brand design would be best based on brand recognition
Predict
Explore
- While Predict is automated and based on data, the Explore feature serves as a self-service online panel testing tool
- It enables users to build customized tests to collect unconscious and conscious responses (like emotion, memory and motivation) from a targeted audience sample toward a creative asset
Explore
Research
- The Research aspect of the platform is a full-scale offering for detailed study
- As part of this, the company can test participants with hardware-enabled eye trackers and brain scanners (EEG) to gain unique access to their responses to creatives and ads and how they unfold over time
- This enables to analyze and diagnose where the customer experience succeeds and where it goes wrong
Neuron' s platform
- Its AI is built on one of the world’s largest eye-tracking databases that are both continually updated and validated through its in-lab research function
- Through that database, its AI is trained to accurately and rapidly make predictions on content for human responses like attention, focus, cognitive responses and engagement with 95% accuracy
Contd.
Sustainability as Demand
Brands changing consumer behavior
- Study reveals more than a third of global consumers are willing to pay more for sustainability as demand drows for environmentally-friendly alternatives
- Nearly, 85% of consumers have become ‘greener’ in their purchasing behavior in recent years and companies are taking initiatives to avoid obsolescence in the future
Knorr - Eat for Good campaign
Changing the way consumers eat
- Knorr plans to change consumer behaviour - the way we eat
- Unilever food brand Knorr has started a 'Eat for Good’ campaign that will be a gobal movement of ‘Eativists’ that will safeguard the planet’s eco and food system.
Knorr
Contd.
- Working with agency R/GA, Knorr developed a recipe service called ‘Future Proof Your Plate’ to educate and steer consumers towards thinking about the food on their plate and using more eco-friendly ingredients
For eg: Occasionally choosing lentils instead of meat puts in motion a chain of events that can then help ease the pressure on the planet’s resources.
Tide - WWF, and NFL
Contd.
- Tide’s work with WWF builds on its 2021 partnership with the National Football League (NFL) on the #TurnToCold campaign, in which 15 NFL teams helped rally fans to switch to cold-water washing
- Through the program, Tide says it developed an “ecosystem” to advance the habit of enabling washing laundry on cold as the default setting
Impact
Contd.
- Washing in cold saves up to 90% of the energy in every wash cycle and can save US households up to US$150 a year
- Tide estimates that a decade of US households washing the majority (3 in 4) of their loads in cold would save enough electricity to power all of New York City and San Francisco for over a year
- This is equivalent to 27 million metric tons of GHG emissions or nearly ten times that of P&G’s global yearly operations
Tide and WWF
Changing the way consumers machine wash
- In 2022, Tide and World Wildlife Fund (WWF) partnered to advance the science behind sustainable consumer behavior change — via a research project undertaken
- This project aims to educate consumers to make wash laundry in cold water as a broadly adopted eco-habit, and an important step to reduce consumer greenhouse gas emissions
Tide - WWF, and NFL
Contd.
- Tide’s work with WWF builds on its 2021 partnership with the National Football League (NFL) on the #TurnToCold campaign, in which 15 NFL teams helped rally fans to switch to cold-water washing
- Through the program, Tide says it developed an “ecosystem” to advance the habit of enabling washing laundry on cold as the default setting
Impact
Contd.
- Washing in cold saves up to 90% of the energy in every wash cycle and can save US households up to US$150 a year
- Tide estimates that a decade of US households washing the majority (3 in 4) of their loads in cold would save enough electricity to power all of New York City and San Francisco for over a year
- This is equivalent to 27 million metric tons of GHG emissions or nearly ten times that of P&G’s global yearly operations
Tide - WWF, and NFL
Contd.
- Tide’s work with WWF builds on its 2021 partnership with the National Football League (NFL) on the #TurnToCold campaign, in which 15 NFL teams helped rally fans to switch to cold-water washing
- Through the program, Tide says it developed an “ecosystem” to advance the habit of enabling washing laundry on cold as the default setting
Impact
Contd.
- Washing in cold saves up to 90% of the energy in every wash cycle and can save US households up to US$150 a year
- Tide estimates that a decade of US households washing the majority (3 in 4) of their loads in cold would save enough electricity to power all of New York City and San Francisco for over a year
- This is equivalent to 27 million metric tons of GHG emissions or nearly ten times that of P&G’s global yearly operations
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