Using Decision Science To Build Breakthrough Creative Ideas
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I wrote this presentation to introduce creative departments, client service teams and clients to some of the basics surrounding decision science – and how it can be meaningfully used in creative and strategic development. The theories and examples have been taken from the work of leading thinkers in this field, including Daniel Kahneman, Phil Barden and Byron Sharpe. This deck was written as a presentation (and not originally intended to be read) but hopefully some of the key ideas are still clear.
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Using Decision Science To Build Breakthrough Creative Ideas
- 1. Using decision science to build breakthrough creative ideas February 2016 Thomas Bunnell
- 2. I wrote this presentation to introduce creative departments, client service teams and clients to some of the basics surrounding decision science – and how it can be meaningfully used in creative and strategic development. The theories and examples have been taken from the work of leading thinkers in this field, including Daniel Kahneman, Phil Barden and Byron Sharpe. This deck was written as a presentation (and not originally intended to be read) but hopefully some of the key ideas are still clear. About this presentation
- 3. 1. How we make decisions a. Introducing System 1 and System 2 2. How we can get people to think less and buy more a. Decreasing the pain b. Increasing the reward 3. How we can apply theory to creative a. Decoding TV Ads What this presentation covers
- 4. 1. Provide new thinking on ways we can develop creative strategies and ideas 2. Provide a shared language to help explain, defend, and sell-in highly creative ideas 3. Build upon our knowledge of how advertising works How this presentation can help our work
- 5. Informed by the leading industry texts
- 6. Part one: How we make decisions
- 7. Kahneman’s theory on decision making System one Autopilot Automatic Associative System two Pilot Thinking Slow Activities ● Saying your phone number ● Driving a car ● The body’s reaction to a flame Activities ● Solving a tough maths problem ● Learning a language ● Following a map Intuitive and low-energy Reflective and high-energy
- 8. Say the colour BLUE YELLOW ORANGE RED GREEN ORANGE PURPLE GREEN GREEN ORANGE YELLOW BLUE RED RED GREEN YELLOW RED PURPLE PURPLE PURPLE BLUE YELLOW BLUE ORANGEPURPLE
- 9. Say the colour not the word BLACK ORANGE RED GREEN PINK WHITE YELLOW YELLOW BLUE WHITE BLUE PURPLE BLACK YELLOW ORANGE GREEN BLACK BLUE BLUE PINK GREEN RED RED WHITEORANGE
- 10. “System one is really the one that is the more influential; it is guiding System two, it is steering System two to a very large extent” Daniel Kahneman
- 12. Marketing activities need to activate System one and circumvent System two, i.e. get people to think less and buy
- 13. Part two: How we can get people to think less and buy more
- 14. Continually refresh memory structures Fulfil implicit and explicit goals throughout all stages of the experience: context, product, brand and comms Be present at all stages of the purchase journey - mentally and physically Three approaches to getting people to buy Address any areas of resistance to buying Learned behaviour Maximise the rewardMinimise the painBe available
- 15. Buying is based on a simple calculation =OFC Ventral Straitum Insular Cortex - Net value PainReward
- 16. Decrease the pain Thus, there are two levers we can pull to maximise net value Increase the reward
- 17. To decrease the pain we need to consider how we position and present value
- 18. Availability Decreasing the pain using behavioural economics Framing Anchoring 90% lean 10% fat
- 19. Loss aversionPermissibilitySocial Proof Decreasing the pain using behavioural economics [Cont’d.]
- 20. To increase the reward we need to appeal to people’s ‘explicit’ and ‘implicit’ goals
- 21. Pleasing scent, restore and soften skin Explicit goals are specific to a given product category and are vital to buyers Gets you from A to B Tasty, filling, and gives energy
- 22. Implicit goals are deep psychological needs Security Care, trust, closeness, security, warmth Excitement Vitality, fun, curiosity, creativity, change Autonomy Pride, success, power, superiority, recognition Enjoyment Relaxation, light-heartedness, openness, pleasure Adventure Freedom, discovery, rebellion, courage, risk Discipline Precision, order, logic, reason
- 23. Signals and associations within the brand experience help serve implicit goals Product ExperienceCommunications Context
- 24. Thus, motivational theory can help us in two ways 1. Develop value propositions 2. Provide guidance for creative signals and associations
- 25. 1. Developing value propositions Soup Enjoyment: relaxation, light heartedness, openness, pleasure, relief It can be eaten with sides, adapted with spices, or even used as a base to create a stew, curry or laksa Product/Feature Explicit Goal Implicit Goal ‘Brand X’ soups make your meal improvisation magnificent’
- 26. 2. Provide guidance for creative signals and associations
- 27. Explicit goals ● Is it a feature no-one else owns? ● Is it a mature category? ● How important is the feature to people? Considerations when assigning explicit and implicit goals Implicit goals ● What’s the dominant implicit goal of the category? ● Who is the target audience? ● What are the positive and negative brand associations? ● How does it relate to the product experience/explicit goal?
- 28. Part three: How we can apply theory to creative
- 29. Value proposition development using motivational theory Product/Feature Explicit goal Implicit goal Brand Automatic braking system Automatic braking system Automatic braking system Shorter braking distance Shorter braking distance Shorter braking distance Superiority: owning advanced technology Driving pleasure: we can drive faster, as the system can react quicker Safety: we can help protect ourselves and our family Phil Barden, Decoded
- 30. Mercedes-Benz Product/Feature Explicit goal Shorter braking distance Implicit goal Automatic braking system Superiority http://youtube.com/v/j_Q5s_LqxJ8
- 31. Mercedes-Benz Product/Feature Explicit goal Shorter braking distance Implicit goal Automatic braking system ? http://youtube.com/v/_DrJiOjN7nE
- 32. Toyota Product/Feature Explicit goal Never breaks down Implicit goal Built with quality engineering Sagaciousness http://youtube.com/v/vbsyEI78m5s
- 33. Southern Comfort Product/Feature Explicit goal Refreshment Implicit goal Alcoholic spirit Confidence/Autonomy http://youtube.com/v/ygeWsoYYMuQ
- 34. Orangina Product/Feature Explicit goal A refreshing drink Implicit goal A drink you need to shake Excitement (adult) http://youtube.com/v/rZJDqWmrS-E
- 35. Marlboro Product/Feature Explicit goal A pick-me-up Implicit goal Full-flavour cigarettes Autonomy
- 36. Creative needs fulfil goals in distinct and exciting ways Security Adventure Enjoyment Excitement Discipline Autonomy Phil Barden, Decoded
- 37. Culture is the gateway
- 38. 1. System 1 (autopilot) and System 2 (pilot) are the two processes involved in decision making 2. ‘Increasing the reward’ and ‘decreasing the pain’ are ways we can encourage people to buy a. Behavioural economic frameworks can help us decrease the pain in buying b. Serving implicit and explicit goals can help us increase the reward and provides guidance for signals and associations within the brand experience 3. Breakthrough creative needs to find distinct and culturally relevant ways to serve implicit goals Recap
- 39. Thank you