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Halverson Group on Decision Dynamics
- 1. Decision Dynamics Why and how people make decisions Halverson Group April, 2016
- 2. DECISION DYNAMICS 2 DECISION DYNAMICS Some decisions are easy. Some are painstakingly hard. The rest fall somewhere in between. Where does your category and brand fit in? And how can you influence a decision in your favor? Halverson Group can help you find out.
- 3. DECISION DYNAMICS 3 How much EFFORT is put in? Are you operating with the HEAD or the HEART? How COMPLEX is the decision? Is it a RISK to get it wrong? Do you want to stay in or get out of your COMFORT ZONE? Do you get ENJOYMENT out of it? We identified six factors that drive every decision.
- 4. DECISION DYNAMICS 4 High Effor t Low Effor t was a habitual purchase tried all my options did not explore many options made a quick decision Put very little effort into it paid a lot of attention more about thinking than doing a highly considered purchase tried no other options more about doing than thinking explored many options put a lot of effort into the choice did not pay attention Complex Simple was an easy choice was a simple choice was a difficult choice was the most convenient option got all the options I wanted was a complicated choice was the least convenient option compromised between attributes Open to Change Routine went with the most familiar stayed in my comfort zone made an expected choiceplayed it safe had a lot of info to support best option tried something new went outside my comfort zone made an unexpected choicetook a risk took a guess at which was best Low Risk High Risk considered the long-term consequences If chose the wrong brand, no big deal not much to lose if not a good choice did not consider the long-term consequences if I chose wrong brand, it could be a big deal had a lot to lose if not a good choice High Reward Low Reward not an enjoyable decision had a lot of fun got very little out of the experience did not have fun was an enjoyable decision got a lot out of the experience HeartHead went with my head used logic and reasoning more about thinking than feeling more about doing than thinking went with my heart used instincts and intuition more about feeling than thinking more about feeling than doing These charts show how people organize decisions in our minds. The map on the right shows how these dynamics play out across categories. High Effor t Low Effor t Open to Change Routin e High Rewar d Low Rewar d HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner Then we mapped the decision-making process.
- 5. DECISION DYNAMICS 5 High Effor t Low Effor t Open to Change Routin e High Rewar d Low Rewar d HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner Decision Dynamics define how people are feeling… “I’m going to give this a try—if it doesn’t work out, no big deal!” “This is so exciting. I have to discuss this with my friends!” “The stakes are high. I don’t want to screw this up.” “I’m fine with doing what I always do— not going to overthink this.”
- 6. DECISION DYNAMICS 6 High Effor t Low Effor t Open to Change Routin e High Rewar d Low Rewar d HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner High heart + low-effort = more likely to tell a friend than post to social High effort + high heart = more social media posts post-purchase High effort + high head = actively seeking expert advice online Low effort + low head = might be swayed by a coupon Understanding these moods and emotions is key to developing the right messaging. And how people feel predicts touch-point engagement.
- 7. DECISION DYNAMICS 7 High Effor t Low Effor t Open to Change Routin e High Rewar d Low Rewar d HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner 9 days on average 26 days on average Decision Dynamics also predict the amount of time spent in the journey.
- 8. DECISION DYNAMICS 8 High Effor t Low Effor t Open to Change Routin e High Rewar d Low Rewar d HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner 9 days 23 behaviors 26 days 63 behaviors 25 days 37 behaviors 9 days 15 behaviors High effort decisions lead to longer journeys, but the “heart” further intensifies the engagement.
- 9. 9 DECISION DYNAMICSDECISION DYNAMICS What this means for your brand… Decision Dynamics provide our partners with insight into what makes their category tick – and what makes their customer journey different. • Organizing principles that define how decision are made in a category • Predictive touch-points • Benchmarks and adjacencies • An understand of the roles brands and channels play across the journey • Cross-category learnings that enhance touch-point engagement and effectiveness
- 10. 10 DECISION DYNAMICSDECISION DYNAMICS Interested in learning more? We’d love to hear from you. 193 North Marion Street Oak Park, Illinois 60301 708.524.8080 contact@halversongroup.com
Notas do Editor
- The last piece then, the why, makes the approach extremely powerful. So, we spent a lot of time pulling from a variety of resources, whether it be our own experience, psychological literature, previous work that we had done, and we had sort of synthesized and generated a list of 120 discrete motives.
- And we ran that through an analysis that let us see the relationship between those 6 dimensions. When you build it out this way, you’ve got high effort categories versus low effort categories on the up and down. Left to right then you have categories (and we’ll show you the categories in a minute) that are more about your head, more about thinking than feeling, more about doing than thinking even, and then the right hand side is more about your heart, so I went with my heart, I went with my feelings, instincts, and intuition. And the interesting thing happened on the off axis, so if you’re a category that takes a lot, you have to put a lot of effort in, but you enjoy it, or it’s more about feeling, there’s a lot of reward in that, and that’s actually where people are more open to change, because they are putting so much effort in and they enjoy the category, so they’re exploring and probably tripping upon things that they might not otherwise have found. Opposite of that, you have categories where you’re putting zero effort in and it’s all very rational and logical, so you get very little reward out of that, and that’s where most categories that are routine fall down there. It’s just purely habit almost. The other side on the lower right, which is a low effort category, but still a fun and engaging category to experience, not a lot of risk, it’s an easy choice, not a big deal if I get something wrong, but it’s sort of fun and you get a lot of trial and variety seeking over there. And then opposite of that in the upper left, you have categories that are very high effort and very rational and logical and those are the really complex, high-risk categories that you don’t really want to spend a lot of time with, but you have to because of the complexity and the risk involved.
- And we ran that through an analysis that let us see the relationship between those 6 dimensions. When you build it out this way, you’ve got high effort categories versus low effort categories on the up and down. Left to right then you have categories (and we’ll show you the categories in a minute) that are more about your head, more about thinking than feeling, more about doing than thinking even, and then the right hand side is more about your heart, so I went with my heart, I went with my feelings, instincts, and intuition. And the interesting thing happened on the off axis, so if you’re a category that takes a lot, you have to put a lot of effort in, but you enjoy it, or it’s more about feeling, there’s a lot of reward in that, and that’s actually where people are more open to change, because they are putting so much effort in and they enjoy the category, so they’re exploring and probably tripping upon things that they might not otherwise have found. Opposite of that, you have categories where you’re putting zero effort in and it’s all very rational and logical, so you get very little reward out of that, and that’s where most categories that are routine fall down there. It’s just purely habit almost. The other side on the lower right, which is a low effort category, but still a fun and engaging category to experience, not a lot of risk, it’s an easy choice, not a big deal if I get something wrong, but it’s sort of fun and you get a lot of trial and variety seeking over there. And then opposite of that in the upper left, you have categories that are very high effort and very rational and logical and those are the really complex, high-risk categories that you don’t really want to spend a lot of time with, but you have to because of the complexity and the risk involved.
- And we ran that through an analysis that let us see the relationship between those 6 dimensions. When you build it out this way, you’ve got high effort categories versus low effort categories on the up and down. Left to right then you have categories (and we’ll show you the categories in a minute) that are more about your head, more about thinking than feeling, more about doing than thinking even, and then the right hand side is more about your heart, so I went with my heart, I went with my feelings, instincts, and intuition. And the interesting thing happened on the off axis, so if you’re a category that takes a lot, you have to put a lot of effort in, but you enjoy it, or it’s more about feeling, there’s a lot of reward in that, and that’s actually where people are more open to change, because they are putting so much effort in and they enjoy the category, so they’re exploring and probably tripping upon things that they might not otherwise have found. Opposite of that, you have categories where you’re putting zero effort in and it’s all very rational and logical, so you get very little reward out of that, and that’s where most categories that are routine fall down there. It’s just purely habit almost. The other side on the lower right, which is a low effort category, but still a fun and engaging category to experience, not a lot of risk, it’s an easy choice, not a big deal if I get something wrong, but it’s sort of fun and you get a lot of trial and variety seeking over there. And then opposite of that in the upper left, you have categories that are very high effort and very rational and logical and those are the really complex, high-risk categories that you don’t really want to spend a lot of time with, but you have to because of the complexity and the risk involved.
- And we ran that through an analysis that let us see the relationship between those 6 dimensions. When you build it out this way, you’ve got high effort categories versus low effort categories on the up and down. Left to right then you have categories (and we’ll show you the categories in a minute) that are more about your head, more about thinking than feeling, more about doing than thinking even, and then the right hand side is more about your heart, so I went with my heart, I went with my feelings, instincts, and intuition. And the interesting thing happened on the off axis, so if you’re a category that takes a lot, you have to put a lot of effort in, but you enjoy it, or it’s more about feeling, there’s a lot of reward in that, and that’s actually where people are more open to change, because they are putting so much effort in and they enjoy the category, so they’re exploring and probably tripping upon things that they might not otherwise have found. Opposite of that, you have categories where you’re putting zero effort in and it’s all very rational and logical, so you get very little reward out of that, and that’s where most categories that are routine fall down there. It’s just purely habit almost. The other side on the lower right, which is a low effort category, but still a fun and engaging category to experience, not a lot of risk, it’s an easy choice, not a big deal if I get something wrong, but it’s sort of fun and you get a lot of trial and variety seeking over there. And then opposite of that in the upper left, you have categories that are very high effort and very rational and logical and those are the really complex, high-risk categories that you don’t really want to spend a lot of time with, but you have to because of the complexity and the risk involved.
- And we ran that through an analysis that let us see the relationship between those 6 dimensions. When you build it out this way, you’ve got high effort categories versus low effort categories on the up and down. Left to right then you have categories (and we’ll show you the categories in a minute) that are more about your head, more about thinking than feeling, more about doing than thinking even, and then the right hand side is more about your heart, so I went with my heart, I went with my feelings, instincts, and intuition. And the interesting thing happened on the off axis, so if you’re a category that takes a lot, you have to put a lot of effort in, but you enjoy it, or it’s more about feeling, there’s a lot of reward in that, and that’s actually where people are more open to change, because they are putting so much effort in and they enjoy the category, so they’re exploring and probably tripping upon things that they might not otherwise have found. Opposite of that, you have categories where you’re putting zero effort in and it’s all very rational and logical, so you get very little reward out of that, and that’s where most categories that are routine fall down there. It’s just purely habit almost. The other side on the lower right, which is a low effort category, but still a fun and engaging category to experience, not a lot of risk, it’s an easy choice, not a big deal if I get something wrong, but it’s sort of fun and you get a lot of trial and variety seeking over there. And then opposite of that in the upper left, you have categories that are very high effort and very rational and logical and those are the really complex, high-risk categories that you don’t really want to spend a lot of time with, but you have to because of the complexity and the risk involved.