Page 76 - Decoding Decisions ~ Making sense of the messy middle

76 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

And even with everything we’d learned so far about the power of these
behavioural principles, the results came as a surprise. For example, in the
mobile network category, our fictional brand, Gem Mobile, was able to take
almost 50% of preference from the favourite brand (figure 20).

Figure 20

1st choice brand 2nd choice brand Fictional brand

100
100 28 72 50
75
72
50
50
25
28

0
Stated 1st choice brand Introduction of 2nd 2nd choice brand Fictional brand
choice brand “supercharged” “supercharged”
Transfer of preference from first choice to fictional brand – bias supercharging analysis, mobile network category.

Entering new markets is a challenge. Even if we skip over the operational
barriers to entry, in many of the categories we simulated, incumbent
marketing budgets and brand associations are considerable, presenting yet
another hurdle for challengers. Agile, intelligent use of behavioural science
might give newcomers a vital advantage.

Source: Google / The Behavioural Architects. 10,000 simulated mobile network provider purchase scenarios. n=1,000 category buyers, UK
online shoppers, aged 18-65.