Fluent Innovation: Using Behavioural Science to Make Your Next Big Idea a Success
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This document discusses the concept of "fluent innovation" and how behavioral science can help make new ideas successful. It explains that people are more accepting of ideas that combine novelty with familiarity. Several examples are given of innovations that succeeded or failed based on how well they balanced the familiar and unfamiliar. The document advocates framing new ideas by explaining what makes them work and what makes them genius in a way that builds on the familiar. It describes how predictive markets can be used to evaluate how fluently an idea is presented and likely to be received. Overall, the key message is that innovations are more likely to succeed if they are presented in a way that feels instinctively right and familiar to potential users or customers.
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Fluent Innovation: Using Behavioural Science to Make Your Next Big Idea a Success
- 1. Make sure this white line is copied from the master ONTO your slide ↓ Fluent Innovation Using Behavioural Science to Make Your Next Big Idea a Success
- 2. ©BrainJuicer® 2 What is it? What made it work? (the science behind it) What made it genius? (designs based off familiar products) The Bialetti Moka Express (1933) The Maclaren Pushchair/Buggy (1966) Fluent Innovation Successes
- 3. ©BrainJuicer® 3 What is it? What made it work? (the science behind it) What made it (not so) genius? The Sinclair C5 (1995) Design was so unfamiliar, it lacked familiarity so it did not succeed We have a “gut liking for the familiar” Fluent Innovation Failure
- 4. ©BrainJuicer® 4 How We Decide | System 1 is a pattern-recognition machine System 1 looks for the familiar When it finds it, it approves
- 5. ©BrainJuicer® 5 A car needs to look like a car, but be just new enough to surprise Normal, simple Unusual, detailed Normal, detailed Normal Landwehr, Labroo and Herrmann, 2015 Has both familiarity and surprise
- 6. ©BrainJuicer® 6 How science itself is accepted by looking of patterns of citations “Papers with an injection of novelty into an otherwise exceptionally familiar mass of prior work are unusually likely to have high impact”Uzzi, Mukherjee, Stringer and Jones, 2013 Isaac Newton and Charles Darwin both had novel ideas but couched it in familiar concepts which is why their discoveries were accepted.
- 7. ©BrainJuicer® 7 How do you frame your idea for acceptance? 20% New: 80% Familiar What makes it work What makes it genius
- 8. Make sure this white line is copied from the master ONTO your slide ↓ Building a bridge to Acceptance: Does it Look Right, Does it Feel Right?
- 9. ©BrainJuicer® 9 System 1 learning means we know instinctively what looks right Kelly, Burton, Kato & Akamatsu, 2001 Participants from Japan and the UK were shown cultural artefacts in the correct and inverted forms. When asked about their own culture’s artefacts, they chose the correct form because they were familiar with the items and instinctively knew what looked right.
- 10. ©BrainJuicer® 10 System 1 can be primed so that decision-making feels right then thenPrime with Prime with vs When primed with mayonnaise, something from the same category as ketchup, the ketchup received greater positivity than when primed with vitamins.
- 11. ©BrainJuicer® 11 The greater the Fluency, the more we like and the more we pay Luxurious font Luxurious shape Casual font Casual shape Casual font Luxurious shape Luxurious font Casual shape 1.26 1.14 0.84 0.99Price expectation (€): Rompay and Pruyn, 2011 Different combinations found that people were more likely to pay a premium for bottles with matching shape and font
- 12. Make sure this white line is copied from the master ONTO your slide ↓ Identifying Fluent Ideas
- 13. ©BrainJuicer® 13 BrainJuicer’s Predictive Markets: A Detector for Fluent Ideas We create a notional share buying and selling game. Step 1: Would you buy or sell shares in these ideas?
- 14. ©BrainJuicer® 14 BrainJuicer’s Predictive Markets: A Detector for Fluent Ideas Step 2: For the sell and buy shares, how do you think people would feel about this idea? We use FaceTrace® to turn this into a Star rating…
- 15. ©BrainJuicer® 15 Which of these faces best expresses how you think people would feel about this idea? 5-Star Ideas Delight Rather than Disrupt; 1-Star Evoke Contempt and Disgust 15 17 18 18 18 27 42 50 56 65 35 29 24 20 13 3 1 1 1 1 2 1 1 1 1 11 6 4 3 2 1.50 1.70 1.80 2.00 2.20 122 7 %ofrespondents Intensity Score scale 0 to +3 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise FluentDissonant More feelings of Contempt, Disgust, Anger, Fear, and Sadness More feelings of Happiness and Surprise
- 16. ©BrainJuicer® 16 PredictiveMarketsLaunchPotential Bottom half Next 25% Next 10% Next 10% Top 5% Emotive Prediction Percentile 50 75 85 95 High Loss Risk Low Returns Solid Investment Market Beater Next Big Thing Predictive Markets | Predicting In-Market Success Correlation with share: +0.82 Ideas receive a Star rating which correlates with real market success
- 17. ©BrainJuicer® 17 Looks like cracking medicine in a dip - rotten idea. Bad for kids. Gimmicky. Can't imagine the flavour being authentic. Looks like a pill, adding drugs to food Capsules make me think of illness It looks like medication Way to put drugs in someone's food and pretend it's dip flavouring Sounds like a good idea - if you like dips It's a different idea Would save on wastage as no sell by date. The unique way of flavouring Its like nothing available at this time 17 22 23 1 4 10 1.62 22 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) Flavour Capsules We tell you when visuals and language don’t look right Lacking fluency, it looks like medication, not dip
- 18. ©BrainJuicer® 18 13 23 25 4 10 1.77 25 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) Harry Brompton’s Alcoholic Ice Tea And when the idea has been framed poorly People were responding to the presentation of the ice tea rather than the idea itself. It had been framed around what they already like, which is a hot cuppa tea. When first paragraph is removed, ratings performed much better Tea is tea - not to be messed with Partiers don’t want tea Cold tea isn't nice - so why would we want an alcoholic cold tea? It is not appetizing If you want ice tea, drink ice tea. If you want alcohol drink alcohol Sounds refreshing, different and stylish Because it's a strange concept and I can't think when people would drink it Totally new concept for the UK, although there are Belgian tea beers
- 19. ©BrainJuicer® 19 13 57 26 3 1.74 1 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) Stella Artois Cidre Raspberry And identify those ideas where ‘you had me at hello’ Linking cidre to raspberry, raspberries were placed in a bucket that would usually be used for apples. They used fluency to expand the idea of apple cidre to fruit cidre.Don’t like the flavour I do not think cider and raspberry will go Looks too sweet Depends on whether they like fruit or not Different and sounds very nice Fruit cider is very popular at the moment People like fruit cider, it would sell well I think it sounds very appealing also thirst quenching Its a surprising combination but looks good and refreshing
- 20. ©BrainJuicer® 20 How you frame your idea for acceptance What makes it genius? Understood at a glance Surprisingly obvious Familiar story What makes it work? Idea Technology Features
- 21. Make sure this white line is copied from the master ONTO your slide ↓ Get in touch if you’d like our help in making your innovation Fluent! Contact enquiries@brainjuicer.com
Notes de l'éditeur
- Traditional polling doesn’t work so well (just ask Ed) Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Traditional polling doesn’t work so well (just ask Ed) Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Traditional polling doesn’t work so well (just ask Ed) Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Automotive sales forecasts traditionally focus on predictors such as advertising, brand preference, life cycle position, retail price, and technological sophistication. The quality of the cars' design is, however, an often-neglected variable in such models. We show that incorporating objective measures of design prototypicality and design complexity in sales forecasting models improves their prediction by up to 19%. To this end, we professionally photographed the frontal designs of 28 popular models, morphed the images, and created objective prototypicality (car-to-morph Euclidian proximity) and complexity (size of a compressed image file) scores for each car. Results show that prototypical but complex car designs feel surprisingly fluent to process, and that this form of surprising fluency evokes positive gut reactions that become associated with the design and positively impact car sales. It is important to note that the effect holds for both economy (functionality oriented) and premium (identity oriented) cars, as well as when the above-mentioned traditional forecasting variables are considered. These findings are counter to a common intuition that consumers like unusual–complex designs that reflect their individuality or prototypical–simple designs that are functional.
- Traditional polling doesn’t work so well. Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Traditional polling doesn’t work so well. Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Traditional polling doesn’t work so well. Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Traditional polling doesn’t work so well. Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….
- Able to turn it into a star ratings Star ratings=real market success
- Traditional polling doesn’t work so well. Rather than focusing on sample considerations, we wondered if we could foretell outcomes another way – using behavioural science. A US election seemed like the ideal way to try it out. But then….