Post on 08-Jul-2020
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The power of Nudge
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And the winner is…Richard Thaler the father of Nudge !
But it is not only about academic recognition…
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In Work RulesLaszlo Bock ex GOOGLE people Director
« Nudge…a lot »
« Nudges are an incredibly powerfulmechanism for improving teams and organizations »
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« We have learnt a lot from the book « Nudge » of Thaler and Sunstein »
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Efficacy in changing behavior
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At minimum cost
Why Nudge is so successful ?
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How to increase organ donation in UK ?
+96 000
Additional registration in 1 year
Source: UK Behavioural Insights Team, 2013
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How to Reduce Electricity Consumption?
250 Million $ in Savings
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How to Decrease Littering in the Streets of Copenhagen?
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% of Staff Who WashTheir Hands
Occasions without Nudge 15%
Occasions with Nudge:Adding a Lemon Scent Near the Entry 47%
How to Encourage Hospital Medical Staff to Wash Their Hands?
INTENSIVE CAREDEPARTMENT ENTRY
King D. et al. Priming Hand hygiene Compliance in clinical Environments 2015
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Understand how real
people make real
decision in real world
Nudge is grounded in Behavioral Economics
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From One Nobel Prize (2002) to Another one (2017)
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Why Nudge is so powerful ?Behavioral Economics learnings
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Prof. Dan Ariely (DUKE university)
“We are really far less rational than
standard economy theory assumes.
Moreover, these irrational behaviors of ours are neither random nor senseless.
They are systematic,
and since we repeat them again and again,
predictable. ”
The 2 big learnings from 40 years of experiments
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Behavioral economics have identified the different systematicheuristics (and biases) humans use in real life to make decisions
Nudge is about how to use the relevant lever to encourage the adoption of the desired consumer behavior
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What does it mean for practitioners?
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We can create more powerful actions to encourage people to adopt a new desired behaviorNudge Applies the Drivers of Influence to Each Touchpoint, Encouraging the Desired Behavior
WEB
REPUTATIO
N
MEDIA
PAC
K
WOM
PRODUCT
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The anchoring bias : an experiment by Dan Ariely
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Promotion: $0.79 instead of $0.89
with 2 options (in fidderent comparable stores)
OPTION 10.79 ct
No purchase limit
OPTION 20.79 ct
« Limit 12 per person »
3.3 7.1QUANTITY SOLD
How to use the Anchoring effect to reinforce the efficiency of a promotional offer ?
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Encouraging more frequent use with SALIENCE
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Emotion: Visceral POSM Often More Impactful
More than 80% Milk
Greedy for Danette?
+0% +35%
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Visual Framing: Red Shelf Boundary that Subconsciously Draws Attention to Your Brand Block
% Noting
% Buying
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Social Norms – Beauty Brands Leverage Claims (Bestseller/Trending/Top 10) to Anchor in Shopper Notice
Helps to Creating Mental Shortcuts to the Brand by Signposting Newsworthy Themes
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How PRS IN VIVO can help youto take advantage of the power of Nudge
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Ongoing partnership with the best Academic researchers and universities since 2010 in Behavioral Economics
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Our in-house Global Nudge teamOur Team: 40 in-house professionals globally
Our Tenure: Over 20 years of experience in behavioral
sciences, observing shoppers and consumers
Our Experience: Exposure to dozens of countries and fieldwork environments
Shanghai | Singapore | Geneva | London | Paris| Roma | Milano I New York | Chicago | Frankfurt
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Our Nudge expertise was awarded ESOMAR “International Best case history” in 2014 and ESOMAR “Overall Best Paper” in 2015
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They Joined the Nudge Adventure With Us!
TRANSPORTATION
CONSUMER GOODS
HEALTHCARE
ENERGY
LUXURY BANK INSURANCE
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Our « Nudge & Behavioral Economics » Suite of Services
Successful behavioral change and Organizationstransformation
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#1: Strategic Behavioral Change
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A 4 steps process from identifying the micro barriers to adopt the desired behavior to a before launch behavioral test
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#2: Tactical Behavioral Change
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« I would like to reinforce the efficiency of a specific action »
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Training a Marketing Teamto apply Behavioral Economics for more efficient marketing actions
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Training a board of Directors to avoid the negative effect of biases on decision making
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Encouraging internal new behaviors for a higher performance :
engagement, cooperation, innovation, eco friendly behaviors, safety…
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But Let’s Not Stop There!
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Only 5 sunburns before the age of 20 increase melanoma risk by 80%
How to help people to avoid skin cancer due to sunburn with EASINESS
In 2017, 14 millions My UV Patches were
distributed free of charge in 14 countries via
dermatologists, pharmacists and on line;
•31% tried to stay in the shade more,
•37% used more facial sunscreen,
•63% experienced less sunburn.
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A wonderful exciting new partnership with United Nations HeForShegroup to encourage gender equality with Nudge
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And don’t forget to be HAPPY !