Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.
Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.
He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.
Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.
This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour.
PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324
Check out Richard's other books and consultancy here https://www.richardshotton.com/
02:56 Early Career and Frustrations
03:23 The Blood Donation Brief
04:54 Discovering Behavioural Science
05:53 The Role of Randomness in Career Paths
08:37 Generational Differences and Social Proof
11:42 The Power of Admitting Flaws
15:54 The Importance of Distinctiveness in Advertising
23:27 Challenges in Marketing Research
29:04 Testing Social Proof in Marketing
29:28 Applying AB Testing to Surveys
30:07 Case Study: Car Pricing Perception
32:40 The Rule of 100 in Discounts
36:24 The Impact of Discounting on Perceived Quality
39:55 Reframing Low-Cost Brands
41:06 The Power of Language in Marketing
45:36 Anchoring and Price Relativity
51:44 Fairness in Pricing Strategies
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