The Behavioural Architects’ Post

We’re so excited about #ProjectNudge, because it can have real impact on the working lives of marketers at a time when misinformation-related indecision is rife. Leigh Lavery, The Growth Distillery's Head of Growth Intelligence, recently spoke to Mediaweek Australia, saying, "As the digital landscape becomes increasingly complex and competitive for consumer attention down to the microsecond, marketers who can effectively use nudges to influence consumer behaviour will gain a significant advantage." Find out how: https://lnkd.in/gmFvQht6 Check out the Nudge Playbook and Simulator tool here: https://lnkd.in/ga-KwBWG

𝘿𝙞𝙙 𝙮𝙤𝙪 𝙠𝙣𝙤𝙬 𝙢𝙤𝙩𝙞𝙫𝙖𝙩𝙞𝙣𝙜 𝙤𝙥𝙚𝙧𝙖𝙩𝙞𝙤𝙣𝙨 (𝙈𝙊𝙨) 𝙖𝙧𝙚 𝙖 𝙢𝙖𝙧𝙠𝙚𝙩𝙚𝙧'𝙨 𝙎𝙀𝘾𝙍𝙀𝙏 𝙖𝙙𝙫𝙖𝙣𝙩𝙖𝙜𝙚? Applied behavior analysis is a marketing cheat code. This isn’t the last time you will hear me say this. Motivating operations (MOs) refer to environmental variables that affect an individual's desire to obtain or avoid something, which in turn influences the effectiveness of a reinforcer. For instance, advertising a cold beverage on a hot day (establishing operation) enhances the product's appeal, making the audience more likely to purchase. Next time you catch yourself buying a product, think about the MO! #appliedbehavioranalysis #aba #behavioranalyst #marketing

Unlocking Growth with Demand Spaces: Transforming Strategies into Results In our work with FMCG clients, whether it's crafting a winning portfolio strategy, spotting market opportunities, or building innovation platforms, one thing is clear: it all starts with the consumer. Understanding their needs, wants, values and aspirations (and how your brands fit into their lives) is the cornerstone of success. Enter the Consumer Map, Demand Map, Consumer Demand Map, or Demand Spaces, whatever you choose to call it. This framework segments the consumer universe into meaningful, discrete, targetable segments. Recently there has been a lot of buzz in marketing circles about this framework. It is important to remember that there is no one-size-fits-all solution. That’s why we collaborate closely with our clients to customise the framework. We align it with their unique category and environment, and layering in specific qual and quant data, making it as holistic and relevant as possible. This ensures it is fit for purpose and tailored to address each client’s unique strategic questions. The result? Strategic clarity and actionable insights.

Solving Business Challenges with the MECE Framework In problem-solving, one of the most effective ways to approach complex issues is by using the MECE principle—Mutually Exclusive, Collectively Exhaustive. I will break it down in simple terms : Mutually Exclusive (ME): Each category in your solution should be distinct, with no overlap. Collectively Exhaustive (CE): Together, these categories should cover every possible aspect of the problem, leaving no gaps. Here’s an example on how to apply the MECE framework to tackle a hypothetical problem: Problem Statement: A retail company is experiencing a decline in sales and customer retention over the past six months, driven by increased competition and potential damage to its brand image. Approach: I divided the problem into three main areas, ensuring no overlap and addressing all root causes comprehensively: 1️⃣ Increase in Competition To tackle competition effectively: Product Strategy: Introduce a new product line priced competitively but superior in quality and quantity. Accessibility and Reach: Open stores in high-potential areas identified from recent customer movement trends and strengthen online shopping options. Competitor Analysis: Study competitors’ strategies to identify gaps and opportunities for differentiation. Customer Segmentation: Tailor offerings to different customer groups, ensuring relevance and appeal. 2️⃣ Revamping Brand Image To restore and elevate the brand's perception: Engaging Campaigns: Align marketing campaigns with trending events (sports, festivals) to stay relevant and top-of-mind. Strategic Advertisements: Tier 1 Cities: Focus on digital campaigns featuring influencers and relatable content. Tier 2/3 Cities: Leverage TV ads targeting families and younger audiences. CSR Initiatives: Highlight efforts in sustainability and community welfare to build emotional connections. Customer Experience: Ensure consistent and delightful experiences across all channels. Loyalty Programs: Reward loyal customers with exclusive perks and benefits. 3️⃣ Internal Operations and Market Trends To strengthen the company from within: Supply Chain Efficiency: Ensure timely product availability and fast deliveries. Employee Training: Empower teams to deliver exceptional customer service. Tech Integration: Introduce AR for product trials or AI-driven personalization to enhance shopping experiences. Economic Conditions: Adapt offerings to match customer spending patterns during economic shifts. By systematically addressing all root causes while keeping categories distinct, the MECE approach ensures a structured, thorough solution that leaves no stone unturned. Hope you understood this Problem solving Framework ! #ProblemSolving #MECE #ConsultingSkills #RetailStrategy

The myth of too niche markets. In the realm of business, the fear of targeting too narrowly is pervasive. But is it justified? Venture into any thriving niche market, and you'll find a common thread: businesses that understand their audience deeply and cater to their specific needs. From artisanal cheese producers to bespoke software developers, success stories abound. The key lies not in fearing niche markets but in understanding them. To penetrate a niche market is to speak directly to a consumer's soul, offering solutions they thought were whispers in the wind. So, I implore businesses to reconsider the notion of too niche. In specificity, there lies opportunity — vast, untapped, and ripe for the taking. Are you brave enough to dive deep into your market's niches? The rewards could be beyond your wildest expectations.

Your Loyalty Might Just Bite You In The Ass In 2025.... As we prepare to step into 2025, it’s worth asking yourself: Is my current agency still the best fit for our goals? The truth is, the agency world has evolved tremendously over the last 12 months. From the rise of new A.I platforms to stricter privacy regulations and the growing importance of first-party data, the landscape looks very different than it did even a year ago. Here are some key shifts you should be considering: 1️⃣ First-Party Data is King: Agencies that aren’t building strategies around your own data are leaving money on the table. Relying solely on platform-reported metrics is no longer enough. 2️⃣ Creative Without Data is a Risk: Stunning ads mean nothing if they’re not backed by insights. Are your campaigns rooted in measurable performance? 3️⃣ CAC is a Bigger Challenge Than Ever: Customer acquisition costs continue to rise. Agencies need innovative strategies and technology to combat this or LTV better be a focus. If your current agency isn’t keeping pace with these changes, it’s time to ask: Are they proactive or reactive? Do they challenge you with fresh ideas? Can they clearly show how they’re driving growth? Loyalty to your agency is great—until it holds you back. As a marketing leader, your responsibility is to deliver results, not to stay comfortable. The strongest leaders are constantly evaluating their partnerships to ensure they’re working with the best. 👉 Let’s connect. Whether you’re actively searching or simply curious about how agencies are evolving in today’s market, I’d be happy to share insights or benchmarks to help you make informed decisions. #MarketingLeadership #AgencyPartners #AI #2025Growth #CMOLIFE

Recently, I delved into the Darwinian Selection of Kin Hypothesis, a fascinating concept that has profound implications for marketing. This hypothesis suggests that living organisms, including humans, are naturally inclined to support those who are closely related to them, as it helps ensure the propagation of shared genes. This principle of kin selection is not only a cornerstone of evolutionary biology but also offers a compelling lens through which to view customer relationships and marketing #strategies. In the context of the #marketing funnel, this idea becomes particularly insightful. Consider the funnel stages—awareness, consideration, decision, and post-purchase. At the awareness stage, customers first encounter a brand, akin to discovering new opportunities or solutions. As they move to the consideration phase, they evaluate their options, comparing #products much like choosing a team in a game based on fit and compatibility. When customers reach the decision stage, they are ready to make a purchase, mirroring the moment of committing to a team or character that aligns with their needs and values. However, the post-purchase phase reveals where the kin selection hypothesis truly shines. It’s here that the relationship between the brand and its customers deepens. Brands that excel understand the value of nurturing these relationships. Just as we are more likely to support and engage with those close to us, customers who feel a strong connection to a brand are more likely to become repeat buyers and advocates. They are the loyal “kin” whose positive experiences and recommendations can drive sustained growth. By leveraging the principles of kin selection, companies can enhance their strategies at each stage of the funnel. This involves not only delivering exceptional products but also building genuine, long-term relationships with customers. Providing personalized support, fostering community engagement, and rewarding loyalty are all critical in ensuring that customers remain connected and invested. Embracing this evolutionary perspective can transform how we approach marketing, shifting focus from transactional interactions to creating meaningful, lasting bonds with customers. It’s a reminder that in today’s competitive landscape, cultivating a loyal customer base is not just beneficial, it’s essential. #MarketingStrategy #CustomerExperience #CustomerLoyalty #KinSelection #MarketingInnovation

Why Market Research is Crucial for Successfully Launching a New Product? Launching a new product is a significant milestone for any business, but it also comes with risk. Without the right insights into market demand, customer preferences, and the competitive landscape, even the best ideas can fall short. This is where market research becomes essential. Here’s why it’s crucial when launching a new product: 1. Understanding Customer Needs Market research helps businesses gain insight into customer preferences, pain points, and unmet needs. By gathering this data, companies can design products that truly resonate with their target audience, increasing the likelihood of success. 2. Identifying Market Trends Through research, companies can stay ahead of emerging market trends and consumer behavior shifts. This ensures the product aligns with current and future demands, maximizing its appeal. 3. Validating Demand Market research helps validate whether there is sufficient demand for a product before launching it on a large scale. Feedback from potential customers can prevent costly mistakes and wasted resources. 4. Competitive Advantage Understanding the competitive landscape is key. Market research reveals competitor strengths and weaknesses, enabling businesses to differentiate their product and create a unique selling proposition. 5. Reducing Risk Launching a product without research is risky. Market research provides data to inform decisions, reducing the likelihood of failure and increasing the chances of a successful product launch. 6. Targeted Marketing Effective marketing is based on solid insights. Market research helps businesses tailor their messaging and identify the best channels to reach their audience, ensuring a higher return on investment. Conclusion Market research is a critical step in ensuring a successful product launch. By understanding customer needs, market trends, and competition, companies can minimize risk and position their product for success. Don’t skip this crucial step—make market research a cornerstone of your product launch strategy. #MarketResearch #ProductLaunch #CustomerInsights #BusinessStrategy #MarketingSuccess

Understanding the Decoy Effect: Leveraging Psychology in Decision-Making Are your customers or clients making decisions that seem irrational? Understanding the decoy effect can provide valuable insights into consumer behavior and help optimize your marketing strategies. The decoy effect is a cognitive bias that influences decision-making by presenting a third, less appealing option alongside two main choices. This third option, known as the decoy, subtly alters preferences, making one of the original choices more attractive. In the realm of marketing, businesses can strategically use the decoy effect to guide consumers toward specific choices. By carefully crafting product offerings or pricing structures, companies can influence customers to select the option that aligns with their objectives. For example, imagine a subscription service offering three pricing tiers: basic, standard, and premium. The standard option may seem too expensive compared to the basic option, while the premium option appears excessive. Introducing a fourth option, such as a "premium plus" tier with slightly higher pricing but additional benefits, can make the premium option seem like the best value, driving more customers to choose it. Understanding and leveraging the decoy effect allows businesses to optimize their offerings, increase sales, and better meet the needs of their target audience. By incorporating psychological principles into decision-making processes, companies can gain a competitive edge in today's market. #ConsumerBehavior #MarketingStrategy #DecisionMaking #Psychology #BusinessInsights

Outsmart the Competition: Unlock Insights from Rivals In business, observing competitors isn't just about keeping tabs but discovering pathways to growth and innovation. Businesses can uncover opportunities to enhance their offerings and maintain market relevance by analyzing their strategies. Strategic insights from competitors allow you to identify gaps in their products or services, enabling differentiation and fostering a sharper competitive edge. This continuous observation can inspire creative solutions that resonate deeply with your target audience. #pmtips #accidentalpm #accidentalagilepm #projectmanagement #pmot