3. 3
Copyright 2014. Masashi Hagihara
なぜ行動経済学はマーケティングリサーチにとって脅威なのか
Consumers don't think what they feel, don't say what they think and don't do what they say –behaviouraleconomics can prove it.
Source : “Fast and slow lessons for marketers”, The Guardian, 7 April 2014
4. 4
Copyright 2014. Masashi Hagihara
事前のリサーチが役に立たなかった事例(トロピカーナ)
伝統的な手法による予測、判断の限界
“What we didn’t get was the passion this very loyal small group of consumers
have. That wasn’t something that came out in the research.”
- Neil Campbell, President, Tropicana North America (New York Times)
5. 5
Copyright 2014. Masashi Hagihara
ハイプ(過大評価)ではなくゲームチェンジャー
BEHABIOURL ECONOMICS AND RESEARCH SEMINARNOT JUST HYPE –BUT A GAME CHANGERAmsterdam 10-14 June 2013
How BE get to the truth of consumer behaviourand emotions
If there is a systematic approach to applying BE to unlock value for marketers (ie. brand preference translates into purchase behaviour)
If our emotional reaction to a message has more predictive value than our stated rational takeaway from a message
And finally, where classical tools fail to capture those effects