The Krebs Cycle Rocks

Love is blind

Love is Blind

Love is Blind

Love ? …. is colour blind

Hold your board in front of your eyes

Physiological Blind Spot

The Psychological Blind Spot

Most least understood part of the body

Would this make you buy more wine ?

Or this?

The Psychological Blind Spot

Only 1 in 44 stated that it was the music that made them buy the wine

Source : North, Hargreaves, McKendrick 1999

Show me how you would you open this ?

With kind permission of Richard Seymour

A father and his son are in a car accident.

The father dies at the scene and the son, badly injured, is rushed to hospital.

In the operating room, the surgeon looks at the boy and says, “I can’t operate on this boy. He is my son.”

How can this be ?

Identifying the Known Unknowns

The journey of behavioural research

Unknown Unknowns

The journey of behavioural research

Unknown Unknowns

1984 Dual ProcessingJonathan Evans

2003 System I & IIProfessor Kahneman

The journey of behavioural research

Unknown Unknowns

Known Unknowns

1984 Dual ProcessingJonathan Evans

2003 System I & IIProfessor Kahneman

Next 5 years ?

Unknown UnknownsKnown Unknowns

Known Knowns

Implicit

Research

Need to re-address the balance

More than

90% of

research has been focussed

on

less than

10% of

our decision making

#ogilvychange Behaviour Change Process

The Loft

The Dark Room

The System I Software Studio

The Intervention

Factory

The Real World Labs

Defining the Known Unknowns

Implicit AssociationApplied EthnographyCognitive Interviews

Facial CodingEyetracking

EEGFMRI

Your commitment

Let’s eliminate the psychological blind spot in our insight work & let’s invest

into implicit research to define those known

unknowns