Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2
Human behaviour is driven by
two decision-making Systems:
Human behaviour is driven by
two decision-making Systems: 1 + 2
4
“We are not
thinking machines
that feel – we are
feeling machines
that think”
“We are not
thinking machines
that feel – we...
Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1
6
7
8
72
78
40
63
Kinder(IT)
Google(US)
Apple(BR)
Apple(US)
BBC(UK)
Colgate(FR)
BritishGas(UK)
RoyalBankofScotland(UK)
Dove(UK)→...
What 3 things come to your mind
when you think about [brand]?
Simple and easy to use
Easy to understand26
36
The opportuni...
[LOGO]
High Quality
11
3
3
3
2
2
2
2
2
2
2
2
13
14
15
72
78
40
63
Emotion-into-Action™ Score
17
Please name as many consumer banks that you can think of! [20 sec time limit]
Which of the following consumer banks are yo...
In which of the following consumer banks do you hold a bank account?
47
22
17
16
9
9
8
6
4
3
10
Sparkasse
Volks- und Raiff...
Which of these faces best expresses how you feel about [brand]?
5 5 4 5 5 4 2 3
7 7 6
41
25
21
11 17
8 14 16
29
14
12
38
6...
% Agreeing under time pressure
-3E
+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competen...
% Agreeing under time pressure
-3E
+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competen...
% Agreeing under time pressure
-3E
+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competen...
Which Banks Win People's Hearts?
Which Banks Win People's Hearts?
Which Banks Win People's Hearts?
Which Banks Win People's Hearts?
Which Banks Win People's Hearts?
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
Fluent Innovation: Using Behavioural Science to Make Your Next Big Idea a Success
Next
Upcoming SlideShare
Fluent Innovation: Using Behavioural Science to Make Your Next Big Idea a Success
Next
Download to read offline and view in fullscreen.

3

Share

Which Banks Win People's Hearts?

Download to read offline

Which banks have the most emotional currency with consumers? BrainJuicer's System 1 Brand Tracking study in Germany reveals the strongest banks and why emotion (not reason) is the strongest driver in the consumer banking decision-making process.

Related Books

Free with a 30 day trial from Scribd

See all

Which Banks Win People's Hearts?

  1. 1. 2
  2. 2. Human behaviour is driven by two decision-making Systems: Human behaviour is driven by two decision-making Systems: 1 + 2 4
  3. 3. “We are not thinking machines that feel – we are feeling machines that think” “We are not thinking machines that feel – we are feeling machines that think” 5
  4. 4. Logical Slow Rule based Tiring Considered Intuitive Fast Emotional Effortless Automatic System 2System 2 System 1System 1 6
  5. 5. 7
  6. 6. 8
  7. 7. 72 78 40 63 Kinder(IT) Google(US) Apple(BR) Apple(US) BBC(UK) Colgate(FR) BritishGas(UK) RoyalBankofScotland(UK) Dove(UK)→ P&G(US) Emotion-into-Action™ Score 9
  8. 8. What 3 things come to your mind when you think about [brand]? Simple and easy to use Easy to understand26 36 The opportunity to give real opinions Good fun to do20 25 Less manipulative than most They help make a difference and are good fun 13 13 Interesting and informative Interesting11 12 They are about interesting products Very topical and informative10 10 (Sample: 1373 x All)% 10
  9. 9. [LOGO] High Quality 11
  10. 10. 3 3 3 2 2 2 2 2 2 2 2 13
  11. 11. 14
  12. 12. 15
  13. 13. 72 78 40 63 Emotion-into-Action™ Score 17
  14. 14. Please name as many consumer banks that you can think of! [20 sec time limit] Which of the following consumer banks are you aware of? 27 12 11 8 7 4 4 2 2 2 2 51 41 34 35 29 18 16 13 9 7 6 97 95 91 95 96 87 86 83 86 69 50 Sparkasse Deutsche Bank Volks- und Raiffeisenbanken Commerzbank Postbank ING-DiBa Sparda-Bank HypoVereinsbank TARGOBANK comdirect DKB % of respondents 18
  15. 15. In which of the following consumer banks do you hold a bank account? 47 22 17 16 9 9 8 6 4 3 10 Sparkasse Volks- und Raiffeisenbanken Postbank ING-DiBa Commerzbank Deutsche Bank comdirect Sparda-Bank DKB TARGOBANK HypoVereinsbank % of respondents 19
  16. 16. Which of these faces best expresses how you feel about [brand]? 5 5 4 5 5 4 2 3 7 7 6 41 25 21 11 17 8 14 16 29 14 12 38 63 65 71 55 76 64 57 60 69 75 2 2 2 2 3 1 3 4 31 2 2 3 1 1 1 5 3 1 3 3 4 5 1 2 1 5 5 4 1 2 17 2 4 7 11 5 5 10 2 2 4 1.32 0.74 0.72 0.59 0.93 0.53 0.75 0.96 0.86 0.61 0.53 2 1 2 2 %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 66 63 62 57 57 56 56 55 67 60 59 EiA™ Score Sparkasse (253) Volks- und Raiffeisenba nken (255) Sparda-Bank (254) TARGOBAN K (255) Postbank (256) HypoVereins bank (253) Commerzba nk (256) Deutsche Bank (254) ING-DiBa (257) comdirect (255) DKB (252) 20
  17. 17. % Agreeing under time pressure -3E +26 3 Famous bank Distinctive Different Trustworthy bank Reliable High Quality Competent Good customer service Friendly Easy to reach Many cash machines High (account) fees Test average Sparkasse (253) Volks- und Raiffeisenbanken (255) Sparda-Bank (254) …decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice 21
  18. 18. % Agreeing under time pressure -3E +26 3 Famous bank Distinctive Different Trustworthy bank Reliable High Quality Competent Good customer service Friendly Easy to reach Many cash machines High (account) fees Test average TARGOBANK (255) Postbank (256) HypoVereinsbank (253) Commerzbank (256) Deutsche Bank (254) …decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice 22
  19. 19. % Agreeing under time pressure -3E +26 3 Famous bank Distinctive Different Trustworthy bank Reliable High Quality Competent Good customer service Friendly Easy to reach Many cash machines High (account) fees Test average ING-DiBa (257) comdirect (255) DKB (252) …decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice 23
  • alvapma

    Aug. 5, 2015
  • imtomal

    Jun. 26, 2015
  • NisrineLabcir

    Jun. 10, 2015

Which banks have the most emotional currency with consumers? BrainJuicer's System 1 Brand Tracking study in Germany reveals the strongest banks and why emotion (not reason) is the strongest driver in the consumer banking decision-making process.

Views

Total views

2,977

On Slideshare

0

From embeds

0

Number of embeds

66

Actions

Downloads

47

Shares

0

Comments

0

Likes

3

×