Posts

tests consommateurs neurosciences

How to improve customer studies with behavioural sciences?

customer studies packaging neurosciences

Customer studies… Let’s face it: customers do not say what they do, and do not do what they say. So how can we really understand how customers perceive and evaluate your products and their packaging?

 

 

 

 

In his recent book Experimentation works, Stefan Thomke, a professor at Harvard Business School, quotes a manager from Booking (booking.com) speaking about customers’ behaviour:customer studies packaging neurosciences

 

“We see evidence every day that people are terrible at guessing. Our predictions of how customers behave are wrong nine out of ten times.”

 

 

TRADITIONAL VS NEUROSCIENCE-BASED CUSTOMER STUDIES

 

Traditional customer studies are beneficial to understand people’s preferences and habits. They are a strategic phase of the development of products and packaging. Once strategic decisions have been made, how can we be sure that creations and messages are perceived as expected by customers?

 

 

customer studies packaging neurosciences

Are the colours and texture of a new mobile phone congruent with the claim that it is the lightest phone on the market? Is a Union Jack sufficient for a product to be perceived as made in the UK? Does the font type reflect a product of quality and authenticity? Should the teaspoon on the cereal packet be placed on the bowl’s left or right? Shall the advertisement’s background be the same colour as the displayed product? Should the triangular shape of the pasta packet’s transparent window be pointing downwards or upwards?

 

 

 

Customer studies based on psychology enable us to objectively assess people's perceptions and judgments Click To Tweet

 

 

Such questions about the impact and efficacy of products and packaging can hardly be answered with traditional customer studies. Conversely, all of them have been answered thanks to behavioural science. Customer studies based on psychology enable us to objectively assess people’s perceptions and judgments. They are also useful to understand your clients’ unconscious judgments; the very judgments that they cannot express because customers’ answers are usually biased and influenced by many factors! Eventually, you will obtain accurate information about the psychological impact of your product and its packaging on consumers (e.g. font, colours, claims, weight, size, texture, etc.).

 

 

customer studies packaging neurosciences

 

 

EXAMPLES OF CUSTOMER STUDIES

 

For these products, the darker version was judged by consumers as heavier and more durable than the lighter version, but also less user-friendly.

 

 

customer studies packaging neurosciences

 

 

In this example, biscuit and fruit juice manufacturers wondered whether person-like drawings could improve purchase intentions. Customer studies have shown that the impact of person-like drawings depends on the type of product sold. It improves purchase intentions for “hedonic” and calorific products (biscuits = vice product). However, it decreases purchase intentions for healthy products (fruit juice = virtue product).

 

 

customer studies packaging neurosciences

“Vice product” corresponds to biscuits, and “Virtue product” corresponds to fruit juice

 

 

See these packaging infographics about Campbell’s soup. Each improvement has been tested and validated through studies about customers’ perceptions and judgments. Traditional customer studies could not have found that the logo placed on top attracted too much attention. Or that the spoon triggered a minimal emotional reaction.

 

 

customer studies packaging neurosciences

 

 

The benefit of using neurosciences and psychology for customer studies is thus manifold:

 

 

AVOID INFLUENCING CUSTOMERS’ ANSWERS

 

It is easy to influence people’s answers to a survey. One just has to ask questions in a way that encourages a particular answer.

 

 

Often, the survey designer is not aware of that influence. As a consequence, collected data turn out to be useless and of poor quality. But these data will still be used to make strategic decisions. For instance, Steve Jobs, the iconic but this time misled Apple CEO, said in 2003:

Steve Jobs

 

“People have told us over and over and over again, they don’t want to rent their music… they don’t want subscriptions.”

 

 

Conversely, customer studies based on social psychology principles enable us to assess people’s perceptions and judgments objectively, including unconscious representations and judgments that customers do not verbally express.

 

 

DETERMINING CUSTOMERS’ PERCEPTIONS & JUDGMENTS BEYOND VERBAL STATEMENTS

 

If you think that customer studies are only about assessing your target’s preference for a given product or packaging, then neurosciences won’t help you. Ordinary surveys are sufficient to understand such preferences. Conversely, behavioural sciences allow for more innovative customer studies to be conducted. Collected data about the impact of a product or a packaging are virtually limitless!

 

 

Every detail of a product or its packaging can have a tremendous impact on consumer perception Click To Tweet

 

 

Customer studies based on neuroscience help to confirm whether new products and packaging trigger the expected perception. They enable us to understand customers’ unconscious judgments. Genuine judgments that your customers cannot properly express. Every detail of a product or its packaging can have a tremendous impact on consumer perception. This is why behavioural sciences have become essential for customer studies.

customer studies packaging neurosciences

 

 

In this example, the labels of Champagne bottles vary in complexity. Do you wish to communicate a ‘feminine’ feeling? The label on the right should rather be used. Do you wish to communicate a sensation of ‘modernity’ and ‘authenticity’? The label on the left is more likely to generate them. Would these conclusions have been reached following traditional customer studies and creators’ mere intuitions? No.

 

 

 

 

 

 

IN SUMMARY

 

Behavioural sciences enable us to access significantly more data that traditional customer studies. Perceptions, representations, judgments, intentions… Neurosciences, along with social psychology, possess technical tools to accurately assess the objective impact of a new product or its packaging on consumers. And these tools go beyond simple statements that often turn out to be biased and subjective. Your customers show unconscious judgments and representations that traditional customer studies cannot identify. Because each and every conception detail can have an unexpected but substantial influence on consumers’ perceptions and intentions, neurosciences provide more reliable and more objective methods than intuition or chance.

 

————————————–

ABOUT THE AUTHOR:

Morgan David

Dr Morgan DAVID   

A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, CogniMenu, the first new-generation menu engineering service, and Predicta Sports, a science-based talent identification tool for predictive recruitment in sports.

 

 

 

ventes neuromarketing

Using neuromarketing & customer psychology to improve selling processes

 

ventes neuromarketing

 

In a former blog post, we explained how neuromarketing and customer psychology can improve product design and packaging. But once your product has been designed and is ready to be sold, how to promote it and sell it efficiently? To this end, neuromarketing and customer psychology bring efficient evidence-based solutions.

 

 

 

1) SEGMENTING CUSTOMERS BASED ON THEIR PSYCHOLOGY

 

In order to promote products on a large scale, marketing segments based on customers’ psychology is a powerful and revolutionary technique. Psychological segments deconstruct traditional segments, like age, gender, socioeconomic status, salary or living area.

 

 

Traditional segments are less accurate than psychological segments to initiate marketing or selling actions Click To Tweet

 

 

Let’s imagine each traditional segment contains a cluster of persons who fit into it. Some segments will merge with one another and define personas: for instance Clare, 38yo, married, 2 kids, living in a suburban area, a qualified worker in a public company. Research in social psychology shows that psychological dimensions like openness to experience, extraversion or need for cognition, blend traditional segments. That means that these aforementioned psychological dimensions gather people from distinct traditional segments.

ventes neuromarketing

 

For what consequence? Traditional segments are less accurate than psychological segments to initiate marketing or selling actions. It’s useless to communicate with every 30 or 40-year-old in the same way. Age and other traditional segments are not the most relevant and efficient segments to tailor a message to your target. Personality is by far more useful.

 

For instance, one scientific study has shown that mobile application sales could increase by up to 79% when their promotional message was tailored to the target’s personality (see our former post here for a more detailed description). These findings led ANALYTICA to create a marketing innovation called PsychoSegments (see video with English subtitles below).

 

 

 

 

2) APPLYING PSYCHOLOGICAL PRICES

 

prix psychologiques ventes

Psychological prices are one of the most popular customer psychology techniques. Psychological prices consist of setting prices at a given threshold above which products are perceived to be too expensive. We all know the principle of prices ending with nine: a pair of trousers will be perceived as less expensive when priced at £49.99 than if it was sold at £50. Beware though! Nine-ending prices cannot be applied to every product or service. We explained why in a former post here.

 

 

 

 

3) ENCOURAGING PURCHASE DECISIONS

 

How to efficiently promote and sell a product? And most of all, how to encourage customers to purchase a product over another? This turns out to be rather simple, mainly because our decisions are predictable! Our brain perceives, analyses information and adjusts our behaviour in a predictable way. This is what we call ‘decision rules’.

 

 

it is rather easy to predict customers’ choice for a given product when the conditions favouring this choice are met Click To Tweet

 

 

Once these rules are known and understood, it is rather easy for an expert to predict customers’ choice for a given product when the conditions favouring this choice are met. Marketers then need to recreate these conditions to encourage selling the highest-margin products, for instance. Choice environments can consist of a commercial offer, where pricing and offer structure influence customers’ choices.

 selling CogniMenu menu engineering

A very concrete example is CogniMenu, a new generation menu-engineering tool developed by ANALYTICA. CogniMenu improves the selling efficiency of restaurants’ menus. The organisation of the menu, its structure and its pricing are all optimised following customer psychology principles. The ultimate goal is to encourage customers to pick highest-margin meals. This directly translates into an increase in average spending and in restaurants’ profits.

 

 

 

————————————–

ABOUT THE AUTHOR:

Dr Morgan DAVID   

A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, CogniMenu, the first new-generation menu engineering service, and Predicta Sports, a science-based talent identification tool for predictive recruitment in sports.

 

 

packaging

How to use neuromarketing & customer psychology for product design & packages?

 

packagesProduct designs & packages are often conceived by creative professionals. Whether they are designers, advertisers or communication experts, these specialists are gifted enough to invent elaborate and original creations. However, aesthetic creations do not automatically translate into something meaningful for customers’ perceptions, decisions and behaviour. Then why and how can we create products and packages that trigger a positive impact on customers’ perceptions and purchase intentions?

 

 

CREATING EFFICIENT PRODUCTS & PACKAGES

 

Offering products and packages in line with people’s needs and expectations is crucial for successful customer-experience and sales.

Neuromarketing and customer psychology help to predict which features of a product or a package will have an impact on people Click To Tweet

 

Neuromarketing and customer psychology help to predict which features of a product or a package will have an impact on people. For instance by determining how their perceptions are going to influence purchase decisions.

 

 

SOME APPLICATIONS

 

Take the example of Champagne bottle labels. It has been proven that labels with complex aesthetics are perceived as more feminine and sophisticated. Conversely, labels with a simpler design are perceived as more modern, successful and authentic.

 

 

packages

 

 

Another study focused on different products like laptops, suitcases, cars and pens. It has been shown that when these products wore dark colours, they were perceived as heavier, more durable, but also less user-friendly than the same products with lighter colours (see examples below).

 

 

packages

 

 

Campbell’s soups relied on neuromarketing the last time they revisited their packages.

 

 

packages

 

 

A final recent study has shown that “cute”, personified food displays, and realistic, neutral ones had a varying impact on purchase intentions depending on the type of food being sold.

 

 

packages

Vice product” corresponds to cookies, and “Virtue product” corresponds to fruit juice

 

 

ON THE INFORMED USE OF NEUROMARKETING & PSYCHOLOGY

 

We do not advocate that businesses should focus on the “superficial” features of their products. If your product is genuinely bad, customer-experience will inevitably be bad and prospects for repeat business should be reduced to null. Neuromarketing and customer psychology are not to help sell products that are insufficiently attractive, or to help make a product better than it actually is.

 

Neuromarketing and customer psychology are not to help sell products that are insufficiently attractive, or to help make a product better than it actually is Click To Tweet

 

That said, it is essential to take into account how people’s brains work and run empirical, scientific and objective trials. Without these, interpretations about how customers will perceive and react to your product is nothing but pure speculation. Studies of psychology applied to design and packaging, like the ones shown in this post, are manifold. To beat luck and predict which features will positively impact sales, neuromarketing and customer psychology are undoubtedly the most efficient tools currently available.

 

 

————————————-

ABOUT THE AUTHOR:

Dr Morgan DAVID   

A former academic and behavioural sciences expert, Dr Morgan David is the founder and director of ANALYTICA, a consultancy agency based in the UK and in France. ANALYTICA uses the way our brain works to design better products and better services in the realm of neuromarketing, webmarketing, customer experience, sales strategy and pricing tactics. ANALYTICA created CogniSales, a neuromarketing sales service, and CogniMenu, the first new-generation menu engineering service.