Many of my recent projects have been focused on product or service innovation. My involvement often starts with preparation for idea generation activity. Part of this preparation almost always involves gathering and reviewing available insight into our target consumer and/or customer. I embrace this insight as a core ingredient (alongside other material) for both successful... Continue Reading →
One of my most exciting 'behaviour change' briefs has been the development and delivery of an Innovation Academy for managers in a leading global FMCG business. Following the success of 8 academies, involving more than 200 participants I have captured 5 learning points I will retain for future projects: The project background The brief was... Continue Reading →
My thinking has certainly been shaped by the likes of Dan Ariely, Richard Thaler and particularly Daniel Kahneman. More importantly, I have seen the consideration of relevant behavioural biases and influences support improvements for clients with marketing or innovation challenges. I therefore embrace Behavioural Economics as something that offers actionable benefits for brand leaders. However,... Continue Reading →
I have some sympathy for the UK election pollsters who now face the prospect of an independent inquiry, alongside a tidal wave of critical comment. Given the 'systematic overstatement' of the Labour share there is undoubtedly an issue of accuracy. But this will be true of most research that relies on claimed and anticipated behaviour.... Continue Reading →
I have been using behavioural influences and biases as part of a framework for assessing the change barriers faced by clients for a number of years. It is something I have used to both identify ways of accelerating the success of FMCG launches and to guide product development in Financial Services. Convincing clients of the... Continue Reading →
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