Epi #46: How Behavioural Science Makes Marketers; Faster, Better, Stronger.

In August 2023, I wrote 'The Science of Heuristics in Marketing'. Setting out to explain how we apply mental shortcuts to decision making. And through understanding these heuristics & biases, we may better understand our consumer, give them what they need to know, nothing they dont — and ultimately, make more sales.

Today, I'm writing the sequel which focusses on how behavioural science not just makes us better marketer, but quicker ones too.

How marketers can use heuristics to make us faster, better, stronger.

Because it's lovely to have big ideas, a solid process and creative brilliance.. But speed & deadlines usually trumps. So, let's have both.

Heuristics: The Fast Track to Consumer Insight

A quick refresh... At their core, heuristics are cognitive shortcuts—mental rules of thumb allowing us to make quick decisions without expending excessive mental energy. In BeSci, these psychological mechanisms serve as powerful predictors of consumer behaviour.

By understanding and leveraging heuristics, we bypass the often lengthy process of traditional market research and testing. Instead of starting from scratch with each campaign, we can tap into these established mental frameworks that guide decision-making across various contexts.

This allows us to rapidly develop hypotheses about consumer behaviour, craft messaging that aligns with innate cognitive biases, and launch campaigns that are vested in the most important thing — what your target audience really needs to hear.

Behavioural Science: Turbocharging Speed to Market

Understanding the 'why' behind consumer actions allows us to get right into building campaigns. Not always needing to start with A/B testing, or research. While they're not mutually exclusive, it's nice to not have to always start at the beginning. And through leveraging established psychological principles, we can (somewhat) predict behaviour patterns and create campaigns that hit the mark from the get-go. As Dan Ariely wrote in his seminal book; we're all irrational, put predictably so.

Let's get into it...

Heuristics: Shortcuts to Consumer Hearts and Minds

Availability Heuristic in Action: Kicking off with the now seminal, Spotify #Wrapped. This annual campaign exploits the availability heuristic, making users' most-played tracks instantly accessible and shareable. The result? A viral phenomenon that turns users into brand ambassadors without a penny spent on paid media.

Anchoring in Pricing Strategy: Peloton Interactive offers:

• $0: Basically nothing of any real value.
• $12.99/month: You're getting 2.5 out of the 3
• $24 per month: Serves as an anchor, making the $12.99 per month membership seem like a bargain.

We've all seen these, they're nothing new. But they're effective. SaaS & Tech were built on this strategy. Why? Because we do not make decisions in isolation. We make them comparatively. Essentially, the 3 box model does the 'research' for you.. Providing an anchor as a point of reference.

Cognitive Biases: The Shortcut to Insight

Loss Aversion in CRO: Booking.com's interface is a masterclass in leveraging loss aversion. "Only 1 room left at this price!" isn't just FOMO; it's a direct appeal to our innate fear of missing out on a good deal. We're 2-7x more afraid of a loss, than an equivalent gain. By Booking.com framing the downside (rather than the upside of a beautiful room) they're speaking directly to this evolutionary bias.

Social Proof in the Age of UGC: TikTok's algorithm is essentially social proof on steroids. By prioritising content with high engagement, it creates a self-fulfilling prophecy of virality. Brands like Ryanair - Europe's Favourite Airline have tapped into this, creating content that feels native to the platform while subtly reinforcing brand messaging.

Framing: The Art of Context Manipulation

Framing in Brand Positioning: Oatly 's provocative "It's like milk, but made for humans" campaign is a prime example of reframing. By positioning cow's milk as the odd choice, they've fundamentally changed the way most Millennials drink coffee. How information is presented or 'framed' significantly influences decision-making, as people tend to react differently to the same information depending on whether it's positioned as a gain or a loss, or presented in a positive or negative context.

Framing in Crisis Comms: When KFC ran out of chicken in 2018, their "FCK" apology ad was a masterclass in reframing a PR nightmare into a brand-building opportunity. By owning the mistake, they turned potential brand damage into positive sentiment.

The Velocity Factor

Understanding these principles doesn't just make us better marketers; it makes us faster ones. The KFC example by Mother & Blue 449 is the perfect example. They had almost no time at all & were in crisis.

Instead of endless rounds of creative testing, we can start with psychologically-informed hypotheses that are more likely to succeed out of the gate.

Case Study: Monzo's Referral Programme Monzo's "golden tickets"

This referral system by Monzo Bank is a behavioural science tour de force. Leveraging:

• Scarcity (limited invites)
• Social proof (friend recommendations)
• Endowment effect (giving value to others)

The result? Rapid user acquisition at a fraction of the cost of traditional channels.

Conclusion

In an era where attention is the scarcest resource, behavioural science isn't just another tool in our arsenal—it's the key to unlocking campaigns that capture mindshare and drive action. By understanding the cognitive underpinnings of decision-making, we can craft messages that resonate on a subconscious level, driving both the efficiency and effectiveness of our marketing efforts.

As we navigate the ever-evolving marketing landscape, let's not just chase the latest shiny tech or platform. Instead, let's dig deeper into the timeless principles of human psychology. After all, while platforms may change, the fundamental drivers of human behaviour remain constant. Master these, and you'll not only create campaigns that convert but also build brands that endure.

Truly understanding how to nail that innovative new digital channel may make you successful for the next 18-24 months, until they change the algorithm, or it becomes saturated with your competitors. Truly understand the psychology of your ideal target audience will help you to be successful for the next 150-years. Ultimately, we're still using the same heuristics as we were on the Savanna 30,000 years ago.

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