by Heather

July 22: IIEX Behavior ( Virtual)

The future of behavioral science and implicit insights.

Thursday, July 22, 2021

We’re all about learning how clients can nudge and disrupt behavior to win in the marketplace.  Let’s get practical with powerful case studies.

We hope to connect with you there.

Look for our Session: 

Leveraging Three Modes of Thinking in Innovation Research
Greg Stucky, CRO
Kayte Hamilton, Director of Innovation Center, InsightsNow

This TED Talk Style presentation includes a a hands-on experience .

Everyone wants their innovation to be the next billion dollar idea. They want it to become so important that everyone must have it or use it. As behavioral scientists we know that this only happens when you can become and integrated part of a persons routine behavior.

Behavioral scientists have identified three distinct modes of human thinking that are relevant to understanding how people respond to sensory stimuli, to make decisions, and/or to anticipate outcomes or consequences from decisions. Implicit thinking is used within moments of experience where sensory memories enable rapid, non-conscious decisions of little consequence.  Explicit thinking is reserved for important moments where decisions have consequence or when information is new and different.  Prospective thinking involves the anticipation of outcomes from past sensory memories.  Together, these three modes account for how consumers or shoppers react in the moment of, or in anticipation of, a natural experience, as well as how participants react and respond within sensory and consumer studies.

This presentation will provide a brief overview of several Behavioral frameworks which can be applied to understand consumer and product insights.   We will focus more deeply on the three modes of thinking and show how you can improve your overall research design using this framework.  Case studies illustrate how understanding which information comes from implicit, explicit, and prospective thinking provides you a clearer understanding of responses and behaviors.