Achieving Behavioral Insights, Metrics & KPIs
With this lens and the knowledge that behavioral science provides, we developed frameworks – mental schemes – to help us quickly and effectively use the right tools from our toolbox to address the wide range of challenges that our clients face in seeking insights.
They are based on practical applications of behavioral science that underpin how we fashion research techniques into methods and research plans. This approach uses empathy in viewing consumers as human beings – people living out their lives in the context of a world of change
InsightsNow digs into the WHY? behind consumer behaviors by examining interactions of more factors affecting decisions.
Frameworks Provide Guidance
- Frameworks help to organize pieces of information
- InsightsNow Frameworks ensure your research is asking the right questions and considering all influencers
- Frameworks provide a guide to solve your business issues
Behavior Pyramid ™
The behavior pyramid helps organize and classify information. It is built with the elements that change the slowest at the bottom and those that change the fastest at the top.
This is used to help think through research design and interpretation.
Those elements at the foundation are useful for targeting, as they change slowly, whereas elements near the top are useful for innovators and marketers to understand more deeply as they are easier to influence or change.
InsightsNow's Behavioral Pyramid
By looking as well at Context and Experience when designing and diagnosing, you get deeper, more actionable insights.
By digging into consumer background qualities and situation context, you understand attitudes and biases people bring to their experience with a product and their ultimate purchase behavior.
The Habit Flywheel™ shows the elements which influence the development of habits which involve using a product. In a specific moment, a cue triggers a routine in which you select products which signal a reward which gives meaning to the cue. Using this framework we look for elements which help develop healthy habits and elements where there are opportunities to disrupt existing habits and open the door for new behaviors.
- Moment – is the context in which the behavior takes place it is the intersection of the context/occasion and the need which motivates you to use products within routines.
- Cue – the perception which triggers you to begin a routine.
- Routine – is a sequence of events you do, it is the tasks or activities you are completing in the moment.
- Product – is the product specific qualities you experience which signal the reward you receive.
- Reward – is the primary driver for you to repeat or change your behavior. Rewards are the perceptual feedback you receive from your actions and can be either positive or negative.
Emotions Insights Wheel™
The Emotions Insights Wheel™ is useful for understanding what emotion people are really describing when they talk about their feelings. People use a wide variety of words to describe their emotions to products or brands. This frameworks helps the researcher use a systematic process to uncover what they are actually talking about. This helps standardize and listen with more empathy and see patterns more clearly.
- The Emotions Insights Wheel is also quite useful for understanding how to take knowledge and build an emotions insights statement for insights reporting, as it helps put structure to finding the patterns that can be used to impact a persons emotions.
A unique facet of this framework is that the goal is not to tell you what the emotions are and how they are different, but to realize that emotions have different underlying motivators.
- Functional Motivators are central to everyone as people feel their basic human needs are threatened or fulfilled– safety & protection, health, and preparedness.
- Sensorial Motivators are important in helping people cope with life and the pleasures and pressures they want to experience.
- Social Motivators are important due to changes family relationships, peer-to-peer social relationships, who we trust, and our feelings toward ourselves.
- Psychological Motivators are important in helping people achieve balance in their lives. Psychological balance is achieved through motivators that lead to mood change.
Modes of Thinking™
Clarity in insights can be gained by controlling & measuring the different modes of thinking. While we often think of only two modes of thinking: system 1 and system 2, we have broken apart system 3 from system 2 because as innovators and consumer researchers it is exceptionally useful to understand this specific aspect of how we use our minds allowing us to better understand how to build and market products.
System 1 – Shows our Intuition
- System 1 thinking is automatic, fast and often unconscious. It is autonomous and efficient, requiring little energy or attention, but is prone to biases and systematic errors.
- System 1 thinking gives you insights into actions or feelings that happen quickly such as habits, emotions and context biases. It helps you set the context and deliver subconscious cues.
System 2 – Shows our Process
- System 2 thinking is effortful, slow and controlled. It requires energy and attention but, once engaged, it has the ability to filter the intuitions of System 1.
- System 2 thinking gives you insights as consumers explain their choices and behaviors. It opens your eyes to the process a person uses to make a decision or complete a task.
System 3 – Shows our Future
- System 3 thinking is anticipatory or prospective thinking about the future. It is creative and imaginative and allows us to envision both real and imagined contexts and outcomes.
- System 3 gives you insights about the dreams, aspirations, and visions of what could be or what might be or what should be.
Destination Insights is InsightsNow’s behavioral framework for understanding the consumer journey. It provides a behavioral foundation for the study of the consumer decision journey specifically seeking out those moments where you are or have the opportunity to change their destination.
Along any particular path to purchase, there are a number of on-ramps and off-ramps for your brand. Identifying those moments where your brand can impact a journey gives you a competitive advantage and opportunity to impact behavior and choices.
What makes the Destination Insights framework unique is the underlying behavioral principle that movement along a journey is triggered by three types of cues:
- Cues which trigger desire
- Cues which trigger consideration
- Cues which trigger selection
Identifying the cues and the moments in which these cues motivate behavior is the focus of our consumer journey research which helps you move from just mattering to making a behavioral impact.
How do Behavioral Frameworks improve consumer insights for clients?
We Dig Deeper!
Unique Behavioral Methods and Metrics based on these behavioral frameworks clients provide deeper insights into motivations, emotional responses, biases, and usage behaviors. Apps in the Innovation Center are developed to provide quicker and easier access to insights based on these research measures and metrics and interpreted through the behavioral frameworks.