The document provides details about the Marketing Research Management Workshop (MRMW) that took place on November 5-6, 2014 at the DoubleTree by Hilton Hotel in Cape Town, South Africa. It was organized by the Association and included sponsors and media partners. The workshop featured speakers on topics related to cognitive biases, mobile research applications, and using behavioral economics and psychology in marketing research.

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

3. SHIRLEY EADIE - PONDERING PANDA
THECODE
CRACKING

4. M

5. !
Fast!
Intuitive!
Instinctive!
Automatic!
Unconscious
Slow!
Analytical!
Controlled!
Deliberate!
Effortful
System 1 System 2

8. + = R110

9. 2% of total!
body weight
20% of total!
energy consumption

10. Cognitive Biases
Context Biases Time Biases Social Biases
TIMECONTEXT SOCIAL

11. {Framing}
!
The context within which something is presented or
‘framed’, alters how it is perceived.
CONTEXT

16. {Anchoring}
!
The impact of numbers, sometimes random numbers, on decision making.
CONTEXT

17. 75%
80%

18. {Salience}
!
Information that stands out, is novel, or seems relevant is more
likely to affect our thoughts & actions.
CONTEXT

19. n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!
Survey ran in November 2013
Order Bias
When did you last have fast food?Q
Today
(top of response list)
Today
(bottom of response list)
TODAY

20. n = 1 369 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!
Survey ran in November 2013
Order Bias
When did you last have fast food?Q
TODAY
Today
(top of response list)
Today
(bottom of response list)

21. Increased order bias on small screens
• Rotations vital
• Eliminate scrolling
• Reduce character set
• Reduce response fields
!
Split cell methodology
• Capitalise on large samples
• One concept - One cell
M
Mobile application

22. {Present Bias}
!
The tendency to give more weight to present events than future ones.
TIME

25. Impact of Time of Day
67%
48%
67%
48%
n = 4 793 | Ages: 13 - 34 | Weighted to national proportions across age, gender and race | Split cell methodology!
Survey ran in August 2014
Lunch (11:30 -14:00)
Rest of the day
How likely would you be to buy a 330ml Coke, a tomato-and-cheese sandwich and a
small packet of Simba chips, for R25.00?
Q
Very Likely (During Lunch) Very Likely (Rest of Day)

26. Impact of Time of Week
n = 5 661 | Ages: 15 - 34 | Weighted to national proportions across age, gender and race | Weekly tracker | Conducted in
March 2014 across 5 weeks | Interviews (Sunday & Monday) conducted close to reported behavior (past weekend)
Sunday
Evening
Monday
Morning
Monday Afternoon/
Evening
%
How was the weekend for you?Q
Those who
answered
‘GOOD’
46%
51%
54%

27. {Diversification Bias}
!
The tendency to overestimate the extent to which we will make
different decisions in future.
TIME

28. Diversification Bias
0
20
40
60
80
Day 1 Day 2 Day 3
Sequential
Advance
Adapted from Read, Loewenstein and and Kalyanaraman (1999)

29. Mobile device - ideal for in-the-moment or close-to-
the-moment research
Essential to date & time stamp interviews
Include temporal analysis where relevant
Make use of Predictive Analytics to model future
behaviour (e.g.: CHAID)
Simulate future scenarios using newly available
analytical techniques (e.g.: BrandStretcher)
M
Mobile application

30. {Social Norms}
!
The extent to which other people in our environment play a
role in shaping our behavior.
SOCIAL

36. Who’s counting?
Those told that the
average consumption of
alcohol was 5 units, were
more than twice as likely
to admit to drinking 5
units themselves

37. {Me Error}
!
The tendency to consistently overestimate our ability or
accurately judge our behavior.
SOCIAL

38. How’s YOUR driving?
n = 445 | Ages: 18 - 34 | Vehicle drivers | Weighted to national proportions across age, gender and race!
Survey ran in September 2014
Thinking about your driving skills compared to other drivers in South Africa,
which of the following best describes you? My driving is…
Q
38% rate
themselves in
the top 10%
0
5
10
15
20
25
30
Top
5%
Iam
one
of
the
bestdrivers
Top
10%
Iam
a
really
good
driver
butnotgreat
%

39. • Me to We research
• Reduces ‘Me Error’
• Allows for smaller sample set
!
!
• Mobile interviewing ideal for -
• Researching socially sensitive topics
• Reducing interviewer bias
• Reducing group think!
!
M
Mobile application

41. http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify
http://www.exactitudes.com/index.php?/series/detail/3
http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555
About 38% of the adult population in sub-Saharan Africa lack the basic literacy and numeracy
skills needed in everyday life.
https://www.youtube.com/watch?v=DRCMdnCr6h0
http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248/
ref=sr_1_1?s=books&ie=UTF8&qid=1414742653&sr=1-1&keywords=predictably+irrational
http://www.sciencedaily.com/releases/2008/10/081006130542.htm
http://www.nytimes.com/2013/04/14/business/for-penney-a-tough-lesson-in-shopper-
psychology.html?pagewanted=all&_r=0
http://www.amazon.com/Everything-Obvious-Common-Sense-Fails/dp/0307951790/ref=sr_1_1?
s=books&ie=UTF8&qid=1414742686&sr=1-1&keywords=everything+is+obvious+once+you
+know+the+answer
http://www.psychologytoday.com/blog/consumed/201203/do-you-diversify
References

42. http://blog.ponderingpanda.com/2014/07/risk-savvy/http://www.understandingprejudice.org/
apa/english/page7.htm
http://www.behavioraleconomics.com/
http://www.units.miamioh.edu/psybersite/fans/inoutbias.shtml
http://allpsych.com/psychology101/groups.html
http://www.simplypsychology.org/conformity.html
http://education-portal.com/academy/lesson/group-behavior.html#lesson
https://www.youtube.com/watch?v=fup-jRZKd1M
https://www.youtube.com/watch?v=FnT2FcuZaYI
http://www.thepowerofintroverts.com/about-the-book/
http://www.amazon.com/The-Thinking-Clearly-Rolf-Dobelli/dp/0062219693
http://www.amazon.com/The-Domesticated-Brain-Pelican-Introduction/dp/0141974869
http://www.amazon.com/Risk-Savvy-Make-Good-Decisions/dp/0670025658
References

43. #MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners

44. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by