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How to create or replace
product/brand usage habits
BASED ON THEORIES & PRACTICES DEVELOPPED BY CHARLES
DUHIGG - « THE POWER OF HABIT » - TRANSPOSED WITHIN FMCG
OR OTHER MARKETS
2
Most of the choices we make each day may feel like the
products of well-considered decision making, but they’re not.
40% of the actions people performed each day weren’t actual
decisions, but habits.
Main Model = The habit Loop
(Charles Duhigg, the power of habit)
Habit loop
3
Two interesting cases of new habits within
FMCG sector
4
FEBREZE HABIT LOOP
Why are we developping habits – routines ?
The role of habits is to transform
actions that are firstly requiring
decisions and willing process to
become automatic actions without
any thinking process.
Saving our will tank and freeing our
mental resources for other tasks
5
6
Essential postulate: Keep the same cue, the
same reward, but change the routine
4 steps to change or create a new habit
1. Identify the routine we want to set up
2. Find the right reward
3. Choose the right cue
4. Have a plan
7
1. Identify the « routine » to set up, based on
objectives and/or KPI’s to be reached
 Create or reinforce an existing routine in a given field.
 Replace the routine of brand X purchase/usage with brand Y
 Adopt a new product category or new way to use this product category
 Replace routine habits in a given field (cooking, personal washing, home
cleaning,….) with new habits
 Decrease use of product X and adopt to then increase the use of a new
product Y in this field
8
2. Experiment to find the « right »
reward
Identify the possible sources of satisfaction related to this routine (or similar one):
 in the routine itself
 in the results / anticipated effects (functional – hedonistic – social –
psychological/émotional - pragmactic effects...)
 in the steps to arrive to this routine: personal –family history of this routine,
influences of surrounding, purchase steps, after use steps…
And subtly experiment with the consumer the various "rewards" to identify the
one linked to this routine
9
3. Identify the « cues » triggering the existing or
new routine to be developped
The are several categories of cues :
 Place where the routine is or could be observed
 Time of the day
 Emotional state
 Other persons (close family members, friends – community, peers,
prescriptors, influencers…)
 Event or external elements happening just before or during the routine
10
The best way to dig into the consumer routines
11
TWO STEPS:
1. Pre-task with dedicated Facebook
secret group (in individual or in group)
(or other individual existing social network, like
WhatsApp, Instagram)
(e.g. soft drinks U&A among North African
population)
2. In home interview or at any place
where the routine is conducted
4. Have a plan
 Exploit the same type of cue and reward to facilitate adoption of a new
habit replacing pre-existing routine
 Not possible to do in a direct and explicit way => strategic thinking on how
to link the cue and reward to the new routine to adopt – based on
communication and persuasion principles
 And crucial to repeat the experience / reinforcement as long as possible
12
REPETITION IS THE KEY
TO SUCCESS
Another route to exploit: the « keystone habits »
 Keystone habits = good habits that trigger other good habits in a natural,
unforced way, creating a chain effect that is highly beneficial for the
individual or the organization
• Example = starting exercising and the chain of positive effects
 Keystone habits work even better if we combine them with the concept of
small wins
 Strategy = link the new routine to be adopted to one of these good « keystone
habits » and develop a way to make visible/tangible the small wins
13
Summary of the process (Charles Duhigg)
14
15
Ready to go fishing for clues to install
new routines?

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How to create or replace product brand usage habits

  • 1. How to create or replace product/brand usage habits BASED ON THEORIES & PRACTICES DEVELOPPED BY CHARLES DUHIGG - « THE POWER OF HABIT » - TRANSPOSED WITHIN FMCG OR OTHER MARKETS
  • 2. 2 Most of the choices we make each day may feel like the products of well-considered decision making, but they’re not. 40% of the actions people performed each day weren’t actual decisions, but habits.
  • 3. Main Model = The habit Loop (Charles Duhigg, the power of habit) Habit loop 3
  • 4. Two interesting cases of new habits within FMCG sector 4 FEBREZE HABIT LOOP
  • 5. Why are we developping habits – routines ? The role of habits is to transform actions that are firstly requiring decisions and willing process to become automatic actions without any thinking process. Saving our will tank and freeing our mental resources for other tasks 5
  • 6. 6 Essential postulate: Keep the same cue, the same reward, but change the routine
  • 7. 4 steps to change or create a new habit 1. Identify the routine we want to set up 2. Find the right reward 3. Choose the right cue 4. Have a plan 7
  • 8. 1. Identify the « routine » to set up, based on objectives and/or KPI’s to be reached  Create or reinforce an existing routine in a given field.  Replace the routine of brand X purchase/usage with brand Y  Adopt a new product category or new way to use this product category  Replace routine habits in a given field (cooking, personal washing, home cleaning,….) with new habits  Decrease use of product X and adopt to then increase the use of a new product Y in this field 8
  • 9. 2. Experiment to find the « right » reward Identify the possible sources of satisfaction related to this routine (or similar one):  in the routine itself  in the results / anticipated effects (functional – hedonistic – social – psychological/émotional - pragmactic effects...)  in the steps to arrive to this routine: personal –family history of this routine, influences of surrounding, purchase steps, after use steps… And subtly experiment with the consumer the various "rewards" to identify the one linked to this routine 9
  • 10. 3. Identify the « cues » triggering the existing or new routine to be developped The are several categories of cues :  Place where the routine is or could be observed  Time of the day  Emotional state  Other persons (close family members, friends – community, peers, prescriptors, influencers…)  Event or external elements happening just before or during the routine 10
  • 11. The best way to dig into the consumer routines 11 TWO STEPS: 1. Pre-task with dedicated Facebook secret group (in individual or in group) (or other individual existing social network, like WhatsApp, Instagram) (e.g. soft drinks U&A among North African population) 2. In home interview or at any place where the routine is conducted
  • 12. 4. Have a plan  Exploit the same type of cue and reward to facilitate adoption of a new habit replacing pre-existing routine  Not possible to do in a direct and explicit way => strategic thinking on how to link the cue and reward to the new routine to adopt – based on communication and persuasion principles  And crucial to repeat the experience / reinforcement as long as possible 12 REPETITION IS THE KEY TO SUCCESS
  • 13. Another route to exploit: the « keystone habits »  Keystone habits = good habits that trigger other good habits in a natural, unforced way, creating a chain effect that is highly beneficial for the individual or the organization • Example = starting exercising and the chain of positive effects  Keystone habits work even better if we combine them with the concept of small wins  Strategy = link the new routine to be adopted to one of these good « keystone habits » and develop a way to make visible/tangible the small wins 13
  • 14. Summary of the process (Charles Duhigg) 14
  • 15. 15 Ready to go fishing for clues to install new routines?