Using UX Thinking to Accurately Measure Value

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Value – what marketing exists to deliver – is measured by consumers’ willingness-to-pay for a brand. Currently, poor research UX means existing willingness-to-pay methods don’t allow marketers to measure if they actually deliver value. This presentation was part of the online Festival of NewMR series. Presented by Jack Miles and Matthew Hellon from Northstar Research.

Educação

Using UX
Thinking to
Accurately
Measure Value
Jack Miles and Matthew Hellon
Northstar Research
The Festival of NewMR, March 2020
Jack Miles Matthew Hellon

Sponsors
Gold
Silver

The Festival of NewMR, March 2020

Why does marketing exist?
Advertising Brands Products Value

How to not measure value
Imagery Appeal Purchase
Intent
Recommendation

These metrics don’t matter to the
most important people
Customers Corporate leaders

So what metrics matter?
Customers Corporate leaders
How much I am willing to pay How much money I can make

But don’t researchers already measure
willingness-to-pay?
Yes, but with significant methodological downfalls:
Open Ended Questions Inaccurate
Conjoint Complicated
Van Westerndorp Inaccurate and complicated
Poor data quality due to
the unengaging way they
collect data

Research can’t measure how successfully
marketers deliver on their sole purpose and to
better deliver on it
This is a HUGE problem

Least of all, because it limits how much value
research can provide businesses

Until now.
Enter UX and behavioural science….

What is UX? How can UX benefit value
measurement?
Increased enjoyment
+
=
The experience a user goes
through when interacting with
something
Onboarding design
Better quality outputs

improve participant engagement
generate more realistic answers

What is
Behavioural
Science?
How can Behavioural Science
benefit value measurement?
The study of how and why
people behave the way they do
Wisdom of the crowd
+
=
Incentivization methods
Better predictors of actual
behavior

UX and behavioural science are combined to
help marketers better measure, and create
value, in That’s Too Much

improve participant engagement
generate more realistic answers
create value

How to create value with experimental design
Control
Value
Creation
Opportunity
Value
Creation
Opportunity
Value
Creation
Opportunity

improve participant engagement
generate more realistic answers
create value
be valuable

Support marketing’s imperative
Measure what matters
Look to UX and behavioural science to do this
Measurement – valuable. Creation – invaluable

Jack Miles
Northstar Research
Matthew Hellon
Northstar Research
Q&A
The Festival of NewMR, March 2020
Ray Poynter
NewMR

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Making communications land - Are they received and understood as intended? webinar Thursday 2 May 2024 A joint webinar created by the APM Enabling Change and APM People Interest Networks, this is the third of our three part series on Making Communications Land. presented by Ian Cribbes, Director, IMC&T Ltd @cribbesheet The link to the write up page and resources of this webinar: https://www.apm.org.uk/news/making-communications-land-are-they-received-and-understood-as-intended-webinar/ Content description: How do we ensure that what we have communicated was received and understood as we intended and how do we course correct if it has not.

Making communications land - Are they received and understood as intended? we...

Association for Project Management

The basics of sentences session 3pptx.pptx

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Using UX Thinking to Accurately Measure Value

1. Using UX Thinking to Accurately Measure Value Jack Miles and Matthew Hellon Northstar Research The Festival of NewMR, March 2020 Jack Miles Matthew Hellon

2. Sponsors Gold Silver The Festival of NewMR, March 2020

3. Why does marketing exist? Advertising Brands Products Value

4. How to not measure value Imagery Appeal Purchase Intent Recommendation

5. These metrics don’t matter to the most important people Customers Corporate leaders

6. So what metrics matter? Customers Corporate leaders How much I am willing to pay How much money I can make

7. But don’t researchers already measure willingness-to-pay? Yes, but with significant methodological downfalls: Open Ended Questions Inaccurate Conjoint Complicated Van Westerndorp Inaccurate and complicated Poor data quality due to the unengaging way they collect data

8. Research can’t measure how successfully marketers deliver on their sole purpose and to better deliver on it This is a HUGE problem

9. Least of all, because it limits how much value research can provide businesses

10. Until now. Enter UX and behavioural science….

11. Typical Market Research Thinking +VS

12. improve participant engagement

13. What is UX? How can UX benefit value measurement? Increased enjoyment + = The experience a user goes through when interacting with something Onboarding design Better quality outputs

14. improve participant engagement generate more realistic answers

15. What is Behavioural Science? How can Behavioural Science benefit value measurement? The study of how and why people behave the way they do Wisdom of the crowd + = Incentivization methods Better predictors of actual behavior

16. UX and behavioural science are combined to help marketers better measure, and create value, in That’s Too Much

17.

18.

19. improve participant engagement generate more realistic answers create value

20. How to create value with experimental design Control Value Creation Opportunity Value Creation Opportunity Value Creation Opportunity

21. improve participant engagement generate more realistic answers create value be valuable

22. Support marketing’s imperative Measure what matters Look to UX and behavioural science to do this Measurement – valuable. Creation – invaluable

23. Jack Miles Northstar Research Matthew Hellon Northstar Research Q&A The Festival of NewMR, March 2020 Ray Poynter NewMR

24. Sponsors Gold Silver The Festival of NewMR, March 2020

Using UX Thinking to Accurately Measure Value

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