Page 69 - Decoding Decisions ~ Making sense of the messy middle
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69 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
We can speculate that the reason for this resilience might be that shampoo
is a product where, once a trusted brand has been identified, people tend
not to switch. So, if we take that hypothesis as a starting point, how much
preference share can we take away from the favourite brand if we use all the
biases at our disposal?
The result is impressive (or alarming, depending on your point of view) with
the second choice brand able to take a full 90% of preference away from the
first choice brand when supercharged with all six biases (figure 14).
Figure 14
1st choice brand 2nd choice brand
100
100 25 90
75
75
50
25
10
0
Stated 1st choice brand Introduction of 2nd choice brand 2nd choice brand “supercharged”
Transfer of preference from first choice to second choice brand – bias supercharging analysis, shampoo category.
The second choice brand [was] able
to take a full 90% of preference away
from the first choice brand when
supercharged with all six biases.
Source: Google / The Behavioural Architects. 10,000 simulated shampoo purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18-65.
