Behavioural economics has turned traditional thinking on its head – fusing psychology with economic decision making. As humans we are unpredictable and irrational. This means that when making decisions your customers may not be thinking as you would expect. At Walnut our research is evolving to reflect this. Is yours?
Behavioural science has identified hundreds of cognitive biases that our brains use every day to make quick decisions. Understanding the cognitive biases at play helps us unearth the real factors, both conscious and subconscious, behind your customers’ decisions.
We created a go-to framework based on behavioural science studies, bringing together key thinking from behavioural economics, psychology and the wider social sciences. Our Shortcuts framework isn’t a standalone tool but something that we integrate into all our projects – be that qual, quant or neuro. Whenever we are exploring a human decision, from brief, to research design and analysis, we revisit our framework to take our insights further. Some ways we can help you leverage the power of behavioural science include:
How we do it.
Do you want to know what behavioural science is and how you can apply it? It would be a struggle to find a business or group of stakeholders where behavioural science isn’t relevant. If you’re trying to influence a human decision – be it from customers or internal stakeholders - then behavioural biases will be at play. We run behavioural workshops to provide sprint training into behavioural science that you can apply across all business challenges. Our workshops can be stand alone or as part of a bigger research project.
Behavioural elevated insights and deliverables
Our traditional research outputs are at the top of the industry, however, when you apply an additional behavioural lens it takes them even further. A traditional research project without behavioural science will identify the ‘what’ (what the potential motivators are and what current behaviour looks like). Adding a behavioural element will help deliver extra layers of insight behind the ‘why’ (why will some motivations/triggers work better than others) and ‘how’ you can best nudge behaviour (what messaging will be most effective).
Do you have a wealth of past insights that you know can be put to better use? We apply a behavioural lens to your previous research and customer data to identify key patterns and cognitive biases in your category. We also review your ongoing research tools to assess if a behavioural design could provide a truer picture of customer behaviour.
Behavioural claims design – concept design and review
Behavioural science allows us to observe what cognitive biases are at play but also what biases you can leverage to optimise your communications. At Walnut we apply a behavioural lens to review your concept designs and messaging both pre and post testing these in research. This ensures you are utilising all the behavioural nudges at your fingertips.
Behavioural Questionnaire design
At Walnut, we acknowledge that traditional survey design has its limits. Human recall and post rationalisation means that survey results don’t always reflect real human behaviour as much we’d like. We integrate behavioural design into our questionnaires to help bridge the gap between intent/recall and actual behaviour.
Behavioural statistical modelling
We don’t just analyse research outputs with behavioural thinking. We are also continually developing our research tools and modelling to integrate behavioural thinking into other areas of the research. Statistics, data science and analytics are also areas where behavioural science can add value, making sure you get the most out of your research studies.
Nudging behaviour change
Changing behaviours is not easy. Making use of well-established behavioural models, we can help you track, understand and nudge behaviour change over time. Our work has tackled a number of both consumer behaviour and societal challenges and covers all aspects and stages of change – from understanding current behaviours and attitudes, to understanding motivations to change, informing behavioural change approaches, testing these and measuring their impact. With a circular and fluid process we can adapt our approach to best address your challenge.
Understanding the nation.
We’ve been tracking the view of the nation since early 2018 on key issues which impact on how we feel about our daily lives. Since the Covid-19 pandemic our study has been used to understand and explore how our feelings towards the situation can impact on our behaviour.