Sue bell and suzanne burdon behavioural economics - 2012

A
Presenta*on
from
The
NewMR
Behaviour

Economics
Event

19
April
2012

Babies,
bathwater
and
behavioural
economics:
the

challenges
for
qualita9ve
research

Susan
Bell
and
Suzanne
Burdon,
Susan
Bell
Research

Event
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by
Greenbook

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©2012 Susan Bell Research
Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au
Sue Bell and Suzanne Burdon
Babies, bathwater and behavioural
economics:
the challenges for qualitative research.
Speakers: Sue Bell and Suzanne Burdon, Susan Bell Research, Australia
NewMR Behavioural Economics Event, 19 April 2012, Session 1

Some background
Bell, Burdon, Gregory and Watts
(2007). Valuing the visceral: The
increasing importance of the rapid-
affective response in assessing
consumer behaviour. International
Journal of Market Research (2007) .
Volume: 49, Issue: 3, Pages: 299-311
Bell, S and Burdon, S. The Truth is in
there. AMSRS Conference
Bell, S. How to use discourse
analysis in qualitative research.
Festival of NewMR

Qualitative
research
existsto
explore
meaning
Our core beliefs
Behavioural
economics?
is about
understanding
behaviour?
Quantitative
research
exists to
measure
behaviour

Let’s not throw the baby out with the
bathwater

54321
Consumers
are subject
to cognitive
biases
The strengths of BE
Consumers
are irrational
- often use
emotion,
heuristics
to decide
Context
and frames
influences
behaviour
Social
influence
is stronger
than we are
aware of
Cultural
influences
have real
impact on
behaviour

But BE also has its weaknesses for
researchers
Social
marketing
focus
Focus
is on the bad
decisions
that
consumers
make
Can be too
prescriptive

Behavioral economics challenges the validity of
relying solely on asking consumers direct
questions, ….
Neil Cole
AND…BE has challenged the validity of
qual
Forget market
research, it s all about
understanding
behavioral economics.
Rory Sutherland
Focus groups
make very little
sense
Dan Ariely

But perhaps doesn’t quite understand
about how qual actually works …..
http://bigthink.com/danariely#!video_idea_id=20757
We take 10 people who
basically know nothing
about your project and
you put them in a room
and let them talk for a
while.
Then you take whatever
they came up with, as a
consequence of these 2
hours of random
thinking, and you base
your strategy on it.

BE s 5 principles
So…..A new model
54321
Qualitative
Research
KeepThrow Add best
Bringing the best of BE into the best research

What to throw away
•  Research that:
–  Assumes people can report on their own
thinking processes
–  Assumes consumers will always want a
superior product (versus the status quo)
–  Focuses on attitudes
–  Focuses on individuals
–  Ignores context
–  Ignores social effects

What to keep
•  Research that:
–  Brings the world of the consumer to life
–  Helps tease out alternative positionings
–  Helps us unravel complex decision processes
–  Helps people talk about sensitive issues
–  Reveals an individual’s emotional inner world
–  Teaches us the language that consumers use

•  Accept the challenge
–  To put behaviour first
–  Use more precise models of thinking
–  To expect scientific rigour
And then from BE

•  Can it work in a small qual study?
•  Can clients afford it?
•  Does it take too long?
•  How do you actually do this?
FAQ’s

Let’s say
that we
received
this brief …
Charity client’s level of donations has been falling
and membership has stagnated.
Client wants to commission qualitative research
with consumers to find out why.
How we would use this for…..
Charity brief
The
research
objective
To understand behaviour and the triggers and
barriers to that behaviour.

Charity brief
1.Use BE in the design
Research
design
Identify the biases that are most likely to affect
the research:
• Accessibility heuristic
• Anchoring
• Framing
• Fundamental attribution error
• Status quo bias
• Social desirability bias
Research
method
Use mixed methods to triangulate.

Charity brief
2. Choose methods to overcome the biases
Status quo bias Frame questions about defaults, as well as active choice.
Accessibility
heuristic
Use discourse analysis as stage 1 to create stimulus
materials.
Anchoring Include ‘anti-anchor’ strategies in discussion guide.
Framing Create concepts which frame the issue in different ways.
Attribution error Reveal attribution error to the research participants –
challenge their thinking.
Social
desirability bias
Conduct individual interviews or affinity groups.

Charity brief
3. Report with a BE perspective
How to frame
the proposition
How to use the context of behaviour as part of the mix.
How to use the
right
behavioural
triggers
Delineate differences between biases, emotional
responses, social and cultural influences.
How to
influence choice
Ways to create or overcome defaults, choice architecture.

•  How we design and conduct
qualitative work for the most
meaningful results.
•  How we interpret and present
qualitative findings.
•  How we make it as scientifically
valid as possible.
•  How we define the qualitative
canon for new researchers.
Conclusion: how BE helps
Behavioural economics forces us to
reconsider (not abandon) Best practice
qualitative
techniques
endure
as the
framework
for any new
model.

X

Q & A
Sue Bell
Susan Bell Research
Sue York
NewMR
Suzanne Burdon
Susan Bell Research

©2012 Susan Bell Research
Phone 02 9451 1234 Fax 02 9451 1122 Web www.sbresearch.com.au
www.sbresearch.com.au
www.facebook.com/Susan
BellResearch
@SueBellResearch

Sue bell and suzanne burdon behavioural economics - 2012

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